Rather than just asking our attendees to look both ways to cross the street, we also asked them to take a closer look at what their fellow drivers, cyclists, and pedestrians experience on the road.
Ground signage around Boston drove foot traffic to the event.
The event was designed to be like a road trip—taking our attendees from one stop to the next.
VR: A driving game that awarded points only to players/drivers that were empathetic on the virtual road.
The Ol’ Switcheroo: Attendees switched places so cyclists could experience what it’s like to have a someone in your blind spot, and drivers could experience the vulnerability of being in one.
The MIT Age Suit: Attendees put on AGNES, a suit that allowed them to experience the physical challenges associated with aging. And crossing the street when you’re pushing 80.
Our partner, Boston Children’s Hospital, gave away free bike helmets to kids, and held a bike rodeo to entertain them.
No one walks away from a road trip empty-handed, so we gave away free memorabilia, like bumper stickers, magnets, and t-shirts, so attendees would remember the experience and what they learned.
Once attendees were done with all of the events, we left them with one last safety message.
And a fun, safe way to get home!
Event / VR / PR
Created a 2-day event at Boston City Hall Plaza that invited participants to empathize with other drivers, cyclists, and pedestrians on the road.
Results / 25,000 Participants, 1.5 Million Impressions, & A Few Less Massholes On the Road