Tour de France winner Cadel Evans is part of a push with Victoria's Transport Accident Commission to encourage drivers and passengers to look for cyclists before opening car doors.
The campaign, by Clemenger BBDO Melbourne, promotes the use of The Rider Reminder – 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.
“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,” Evans said. “A bike grip on the inside of your car door before you open the door is a good reminder.”
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.
“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,” Mr Pearce said.
The device is free and available in bike shops and selected cafes across Melbourne.
TAC senior road safety manager Samantha Cockfield said it is focused on driving innovative solutions to road safety issues.
“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.”
