With 300m cars and 250m bicycles on European roads today, tension between drivers and cyclists is at an all-time high. As a champion for all types of mobility, Ford created the WheelSwap virtual reality experiment to enable motorists to experience the road from a cyclist’s perspective and vice versa. To determine the power of VR technology to inspire empathy and behavioural change – we tested WheelSwap amongst 1,200 people in five European cities. After experiencing the VR, 70% of people showed to more empathy to fellow road users, and after two weeks, 60% report changing their behaviour.

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