Let's get it right - Voi launches international safety campaign to improve road safety for riders and the public

Voi’s campaign focuses on educating responsible road behavior, by addressing issues such as intoxicated riding, pavement riding and bad parking in a campaign spread across all its 80+ towns and cities

The Swedish micromobility operator also commits to hosting more than 100 safety training events across the UK and  Europe in 2022

Rider education is part of Voi’s multinational Vision Zero strategy, to eliminate severe traffic injuries and fatalities by 2030

Stockholm, 9 May: Voi, Europe’s leading micromobility operator, launches its second international safety campaign, “Let’s get it right”, to educate riders about how to responsibly use shared e-scooters. The campaign is developed together with Super Tuesday.

The campaign will run through social media, in-app, CRM, OLV and OHH for six weeks and and target people living in the 80+ towns and cities where Voi operates. Voi also commits to host more than 100 safety training events across Europe and the UK throughout its peak season. 

Doubling down on unsafe road behavior

Shared micromobility services have become an immensely popular mode of transport in towns and cities across Europe and the UK since Voi first launched in 2018. In March 2022, Voi announced that its riders had taken more than one hundred million rides. Yet, as with any new disruptive technology, shared micromobility has also faced challenges.

Research shows that younger generations, particularly people in their 20s living in urban areas, tend to have lower rates of driving license possession than previous generations at the same age, indicating a potential lack of knowledge of traffic rules. This younger generation are also frequent users of shared micromobility services, making them an integral part in shaping the transformation of city transport to a shared mobility future.

Voi has consistently been a pioneer in the industry when it comes to utilising new technologies to educate responsible and safe road behaviour. In 2019, Voi launched RideLikeVoila - the world’s first digital traffic school for e-scooters - which has educated more than 600,000 riders so far. As of April 2022, Voi is also deploying Drover AI computer vision on its vehicles to tackle pavement riding and fix parking across Europe.

“Let’s get it right” is Voi’s second international safety campaign. It aims to raise awareness about behaviors that put riders, pedestrians and other road users in danger, including: riding through red lights, intoxicated riding, pavement riding, twin riding and bad parking. From in-app messages to videos and stills, the campaign will encourage riders to ensure they are acting safely when using an e-scooter.

Caroline Hjelm, Head of Marketing at Voi, said: “We are on a mission to transform the way people move around cities. Part of that mission is a multinational strategy to eliminate traffic injuries and fatalities, while supporting equitable, green mobility for all. The vast majority of our riders already conduct themselves well in traffic and follow the rules of the road. But one accident is one too many. On top of investing in rider education and innovative tech features we need to raise awareness of how important it is for users to ride safely.”

Christopher Weider, Art Director at Super Tuesday, said: “It’s exciting to work with a brand that changes the way we live our lives. But with change comes challenges. With this campaign we address them. Important and brave.”

For more information, visit voiscooters.com/lets-get-it-right

Safety training events throughout peak season

Many first time riders feel more comfortable testing an e-scooter in a quiet area, or after having been introduced to the vehicle and its functions. Voi has committed to hosting more than 100 safety training events across Europe and the UK in 2022 to help facilitate safe testing for new riders and ensure regular riders are aware of traffic rules.

“Through this campaign, we hope to also reach new riders and nudge them into testing our shared micromobility service. We want to help towns and cities reach their sustainability targets by reducing car dependency, which can only be done if more people utilise shared electric mobility options,” added Hjelm.


Working group

Caroline Hjelm, Head of Marketing
Lina Livian, Senior Marketing Manager
Margarita Iovi, Campaign Manager
Ebba Zimmerman, Product Marketing Manager
Sirak Tekeste, Head of Growth
Fei Fang, Senior Social Media Manager
Sofie Cederberg, Communications Manager
Carl-Adam Markborn, Head of CRM
Ida Nygren, CRM Specialist
Fredrik Hurtig, Head of Brand
Boo Wallin, Senior Visual Designer
Adrián Badalamenti, Graphic Designer
Katrín Hauksdóttir, Illustrator, Graphic and Motion Designer
Becky Moore, Copywriter

Super Tuesday 
Simon Kamras, Client Director
Ebba Valvik, Project Manager
Arvid Gradin, Copywriter
Christofer Weider, Art Director
Arvid Nilsson, Designer

Tarot Pictures
Sebastian Sandblad, Director
Arvid Kornstrand, Photography
Ida Larsson, Producer
Erik Lokind, Production Lead


Kristina Hunter Nilsson 
VP Communications 
Voi Technology, Sveavägen 25, 111 34 Stockholm

[email protected]

About Voi:

Voi is a Swedish micromobility company offering electric scooter sharing in partnership with cities and local communities. We believe e-scooters can play a central role in changing how people move in our cities in the future. And we want to make sure that the transformation happens the right way — through real innovative technology, open and transparent dialogue with cities and governments, and by adapting our products to local needs. Jump on a scooter whenever and ride wherever in the city in just minutes — completely carbon-neutral. Voi has been a carbon-neutral company since January 2020 and has adopted the United Nations’ Sustainable Development Goals (SDGs) as a guiding framework and has set a clear agenda for reducing and offsetting emissions.

Voi operates in +80 cities across 11 countries. It is headquartered in Stockholm and employs 1000 people. To date, Voi boasts more than 6 million users and has served 100+ million rides.