Sector: Mobility + Transportation
Specialist expertise: Behavioral Science
Product: SMARTER™
Office: London
Specialist expertise: Behavioral Science
Product: SMARTER™
Office: London
As part of a blended WPP team, H+K worked with Ford to develop new ways to help drivers and cyclists better share the road.
Working with our behavioural scientists, we created an experiment to see whether activating empathy could lead road users to be more considerate to others.
Using a bespoke virtual reality experience, we helped cyclists and drivers understand what the road experience is like for the other side
We tested if this actually changes road behaviour. We ran an experiment across five European cities with over 1,200 participants.
We then followed-up with participants to see how their driving or cycling behaviour had changed.