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Caroline Hjelm has been a key contributor to the growth of Voi's brand across Europe since day one, and currently serves as our Head of Marketing. She plays a vital role in ensuring that safety is a central focus of our marketing strategy.
Why is Voi putting so much focus on safety in marketing activities?
As we introduce e-scooters and e-bikes to cities across Europe, we humbly acknowledge that there are challenges we must address for rider safety. From a marketing perspective, we decided that the best thing we can do is to educate our users about the rules of the road and share safety tips, so that they become better and safer riders. Through education and clear communication, we are taking a proactive approach to safety for our users, making public spaces safer – for everyone.
What are the challenges in reaching riders with safety information?
It's about creating effective messaging that resonates with our audience, and we've taken the approach that safe riding and education don't need to be boring. Our latest safety campaign – Let's Get It Right – highlights five critical aspects of safe riding in a fun and engaging way. Through this campaign, we reached 83 million impressions online, educated over 30,000 people through our traffic school and won the Swedish design award for best video production.
Surveys show that women typically are more hesitant to try e-scooters due to safety concerns. Why do you think this is the case?
Research conducted in collaboration with Women in Transport shows that over three-quarters of women felt unsafe due to a lack of appropriate infrastructure, which was a barrier to e-scooter use. To address this, we work hard to initiate, strengthen and improve collaboration with city officials, governments, local communities and public transportation operators to galvanise change for the better.