| BY Ricki Green |

Clemenger BBDO Melbourne and Victoria’s Transport Accident Commission hope an innovative prompt will encourage drivers and passengers to look for cyclists before opening their car doors with the launch of The Rider Reminder.

Car dooring incidents, involving drivers and passengers opening their doors in front of approaching cyclists, have been blamed for two cyclist deaths and hundreds of injuries in Victoria in recent years.

The Rider Reminder is a textured device drivers can stick on the inside of their car door handle. It is designed to feel like a rubber bike handle and acts as a trigger, reminding vehicle occupants to check for cyclists before opening their door.

The Rider Reminder has gained the support of Tour de France winner Cadel Evans (pictured above), who said it would encourage Victorians to consider the risks to approaching cyclists before opening their doors.

Says Evans: “It’s so easy for us to be in a rush and jump out of our car but at the same time, as a cyclist, the consequences are costly. A bike grip on the inside of your car door before you open the door is a good reminder.”

TAC senior road safety manager Samantha Cockfield said it was critical that the organisation continue to look for innovative solutions to road safety issues.

Says Cockfield: “Our goal is to raise awareness of the issue and give motorists and passengers a bit of a nudge at that crucial point before they step out of their vehicles,” Ms Cockfield said.

“There are many different types of road users and we are constantly trying to find innovative ways of reminding people that they share the roads.”

Clemenger BBDO Melbourne behavioural planner Matt Pearce said The Rider Reminder was one of many initiatives the agency was collaborating with the TAC on to change road user behaviour.

Says Pearce: “In order to continue to reduce trauma on Victorian roads, and ultimately reach the goal of zero deaths and serious injuries, we need to find lots of different ‘nudges’ that help remind people of the role they can play in contributing to that goal.”

The Rider Reminder is free and is now available in bike shops and selected cafes across Melbourne.

#RiderReminder

Samatha Cockfield, Road Safety Manager

Candice McDonald, Sponsorship Manager, Community Relations

Elizabeth Waller, Road Safety Major Project Manager

Sarah Mundine, Online Communications Manager

Jessica McGlinchey, Sponsorship & Marketing Coordinator, Community Relations

Agency: Clemenger BBDO, Melbourne

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