Lights on, game on!

Children in the Netherlands cycle to school en masse. In winter, it is dark in the morning and at the end of the day. Good bicycle lighting is vital then. But many children have no or poor bicycle lights. On behalf of the city of Rotterdam, Poet Farmer developed a tour along 20 schools in Rotterdam where two action games were played. A simulation game to raise awareness of the importance of good bicycle lighting. And a traffic regulation game, in which the player has to switch on the lights of as many cyclists as possible to prevent collisions. During the tour, more than 10,000 students played the games. Through awareness and training, we work to positively change children’s behaviour, with the ultimate goal of making them more visible in traffic.

Cases like these align with our mission and fuel our enthusiasm for delivering the best work possible.