Switching Gears and Trading Places

In a collaborative effort to reduce traffic-related fatalities and serious accidents among pedestrians, bicyclists and motorists in Boston, Fundación MAPFRE will partnered with Mayor Martin J. Walsh, the Boston Transportation Department to launch an interactive road safety campaign.

Look Both Ways, Boston” is aimed at advancing Vision Zero, the global initiative to eliminate fatal and serious traffic crashes in the city by 2030.  It is an initiative Fundación MAPFRE has been working to pursue internationally as we look to transition it from a Vision to a Goal. Look Both Ways is a call to all who use the city’s streets and think they have the right of way to look at every situation from the perspective of others.

The initiative, kicked off at City Hall Plaza on September 19-20, featured a virtual reality (VR) experience in which users get behind the wheel to navigate three different scenarios that test their safe driving skills. In addition to measuring their speed and whether they obey the rules of the road, the interactive experience will use eye tracking to monitor distracted driving. Following the City Hall event, the VR experience was brought area college campuses.

Other elements of the kick-off event at City Hall include large trucks and bicycles to demonstrate blind spots and AGNES, a suit developed by MIT to demonstrate the physical challenges associated with aging. The campaign will focus on reducing distracted driving and speeding, improving awareness of senior pedestrians, truck safety in the city and advancing understanding of bicycle rights. Our partner Boston Children’s Hospital had its Injury Prevention van in attendance to share tips and directions to parents about car seat safety and bicycle safety.