Ford: Parcel delivery drivers experience the perspective of cyclists and develop more empathy

Drivers of the Hermes parcel service have been given the opportunity to experience critical traffic situations from the perspective of a cyclist using virtual reality glasses. The realistic simulation called "WheelSwap" was designed by Ford and enables both drivers and cyclists to view reckless behaviour in virtual space from the opposite perspective. The campaign is intended to help increase safety in cities through greater empathy and mutual consideration.

More than 35 drivers from the Hermes parcel service took part in a WheelSwap-based training course at a London depot. Hermes delivers 390 million parcels a year and employs thousands of delivery drivers. The exercise provided a useful opportunity for parcel carriers to see the road from a different perspective. 88 per cent agreed that the experience would encourage them to actually change their future behaviour.

"The virtual reality experience gave our drivers an impressive insight into the perspective of other road users and their feedback was extremely positive. At Hermes, we are committed to ensuring that our employees receive the best possible training. That's why we were delighted to be able to utilise Ford's virtual 'WheelSwap' offering for employee development," said Martin Allwood, Network Contractor Manager, Hermes.

"The unique opportunity to take part in this programme has increased my awareness of road safety. I am sure that the programme will prove to be very useful," said Courtney Whyte, Hermes parcel carrier from the UK.

"Ford supports diversity in last-mile delivery solutions, which increasingly include cargo bikes in urban areas. Working with companies like Hermes helps to improve road safety," said Tom Thompson, Project Lead, Ford Mobility.

Share The Road

Share The Road is a Ford campaign to improve road safety. "WheelSwap" was developed by Ford together with the London agency Happy Finish. The virtual experience has proven to be an effective tool for building empathy: 91 per cent of the 1,200 participants so far intend to change their behaviour on the road. In addition, 70 per cent say they show more empathy for drivers and cyclists after taking part in the programme. "WheelSwap has already received six awards, including honours from SABRE and European Excellence Awards.

Similar bicycle projects have already been realised in collaboration with SUVA and the Zurich city police, as we have shown. reported.

Source: press portal / Youtube