Voi has launched its autumn safety campaign to remind people across Britain that road safety is a shared responsibility, where small acts can add up to make a very big difference.
As daylight hours shorten and more journeys take place in the dusk and dark, Voi says it’s more important than ever to look out for one another on the roads.
The Mind the Road, Mind Each Other campaign promotes a few simple steps all road users can all take to keep each other safe:
- Give space and show courtesy
- Follow local rules and speed limits
- Stay alert – no headphones or phones
- Respect people walking, cycling and driving
- Park responsibly – never block paths
Voi says while the biggest dangers on the road come from people driving vehicles with four wheels (or more), shared e-bikes and e-scooters, and the people who use them have a crucial role to play in making streets safer for everyone.
Its simple steps are designed to do just that, and this is why that’s so important:
Micromobility is a gateway to active travel
Shared e-bikes and e-scooters often give people the confidence to ride for the first time in years – or ever. For many, the convenience, joy and freedom of these journeys become part of daily life, reducing car use and congestion. For others, they open up access to active travel where owning or storing a bike simply isn’t possible.
Every person choosing a scooter or e-bike over a car journey makes the road that bit safer, but that only works if riders themselves feel safe and supported. By following common sense steps like giving space, staying alert, and respecting others, those safety benefits can be extended.
Active travel encourages empathy on the roads
Most riders also drive, walk, take public transport or cycle. Experiencing the road from these different perspectives builds understanding, and empathy, for others. The Voi campaign builds on that shared experience, reminding everyone, whatever mode they choose, to travel responsibly and courteously.
Progress on the ‘long march’ to Vision Zero
Safety has always been at its core, Voi says. It was the first micromobility operator to publish a dedicated Safety Report in 2021 and its third safety report charted the progress it continues to make.
Its gradually reducing serious injury rate (3.9 per million kilometres ridden in 2024) is like riding six laps of the earth without being likely to suffer a serious injury.
Like many cities and national governments, Voi aims to achieve Vision Zero: eliminating fatalities and severe injuries by 2030. It can only be realised through sustained action from everyone, particularly national government and local authorities and operators, but also road users.
Voi will be bringing the campaign to cities across the UK, with a series of events.
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