Initiative details
Cycling to work is sustainable, accessible, inclusive, low-cost, and healthy.
A mental shift – changing attitudes, perceptions, and habits – is essential before a modal shift can occur, because employees must first believe in the safety, practicality, and benefits of cycling before they are willing to change their daily transport choices.
We focus on the risks associated with cycling to work. Many employees lack the safety awareness and practical skills to navigate these challenges.
We identify three core road safety problems:
1. Distraction while cycling: using smartphones, GPS devices, or headphones significantly impairs attention and reaction time.
2. Inappropriate speed, particularly on electric bicycles: the higher speeds of e-bikes require better anticipation and control, yet many cyclists are unaware of the dangers this poses in mixed traffic.
3. Cycling under the influence: alcohol or drug use, even in small amounts, dramatically reduces a cyclist’s coordination and judgment.
These challenges are compounded by a lack of targeted, practical training for adult commuters. Our project uses immersive virtual reality simulations to allow employees to experience these risks in a controlled environment, raising awareness, changing perceptions, and promoting safer cycling behavior. The ultimate goal is achieving a mental and modal shift toward safer, more sustainable mobility choices.
A mental shift – changing attitudes, perceptions, and habits – is essential before a modal shift can occur, because employees must first believe in the safety, practicality, and benefits of cycling before they are willing to change their daily transport choices.
We focus on the risks associated with cycling to work. Many employees lack the safety awareness and practical skills to navigate these challenges.
We identify three core road safety problems:
1. Distraction while cycling: using smartphones, GPS devices, or headphones significantly impairs attention and reaction time.
2. Inappropriate speed, particularly on electric bicycles: the higher speeds of e-bikes require better anticipation and control, yet many cyclists are unaware of the dangers this poses in mixed traffic.
3. Cycling under the influence: alcohol or drug use, even in small amounts, dramatically reduces a cyclist’s coordination and judgment.
These challenges are compounded by a lack of targeted, practical training for adult commuters. Our project uses immersive virtual reality simulations to allow employees to experience these risks in a controlled environment, raising awareness, changing perceptions, and promoting safer cycling behavior. The ultimate goal is achieving a mental and modal shift toward safer, more sustainable mobility choices.
Initiative date
Who was/is your target audience?
Company employees
Cyclists
Topic
Provide alternative solutions
Training
Organisation details
Responsible Young Drivers Vlaanderen
Association
Belgium
Brussels
Contact name
Johan Chiers
Telephone number
3222140130
johan@responsibleyoungdrivers.be
Website link
Project activities
If you work together with external partners, list the most important partners and briefly describe their role.
While the core of the project is led by Responsible Young Drivers Vlaanderen, we collaborate with several key external partners:
1) Participating companies (Belfius, Wienerberger, Ineos Belgium, Cargill, LBC, ...) : these serve as both hosts and co-creators: they provide access to employees, give logistical support for training days, and offer feedback that helps us refine the content to better suit workplace realities.
2) VR developers: our technology partner is responsible for adapting and upgrading the virtual reality software to suit adult commuters, ensuring realistic and impactful training simulations tailored to workplace mobility contexts.
These partnerships ensure technical excellence, operational outreach, and (inter)national scalability.
1) Participating companies (Belfius, Wienerberger, Ineos Belgium, Cargill, LBC, ...) : these serve as both hosts and co-creators: they provide access to employees, give logistical support for training days, and offer feedback that helps us refine the content to better suit workplace realities.
2) VR developers: our technology partner is responsible for adapting and upgrading the virtual reality software to suit adult commuters, ensuring realistic and impactful training simulations tailored to workplace mobility contexts.
These partnerships ensure technical excellence, operational outreach, and (inter)national scalability.
Please describe the project activities you carried/are carrying out and the time period over which these were implemented.
We are organising one-hour in company trainings for small groups (ideally 10 to 20 employees).
We start with 15 minutes of presentations and group discussion about the benefits of cycling.
After this, we split the group in 3 smaller groups, switching after 15 minutes to the next simulator. Each group is testing our 3 VR simulators:
- E-bike simulator: importance of adapted speed
- Distracted cycling simulator
- Bicycle simulator: alcohol and/or other drugs
By using immersive technology to create a "mental shift" in mobility behaviour, this project contributes to Vision Zero and modal shift goals, while laying the foundation for a cost-effective, scalable training offer that supports both safety and the EU’s Green Deal ambitions.
We start with 15 minutes of presentations and group discussion about the benefits of cycling.
After this, we split the group in 3 smaller groups, switching after 15 minutes to the next simulator. Each group is testing our 3 VR simulators:
- E-bike simulator: importance of adapted speed
- Distracted cycling simulator
- Bicycle simulator: alcohol and/or other drugs
By using immersive technology to create a "mental shift" in mobility behaviour, this project contributes to Vision Zero and modal shift goals, while laying the foundation for a cost-effective, scalable training offer that supports both safety and the EU’s Green Deal ambitions.
In terms of implementation, what worked well and what challenges did you need to overcome?
One of the major successes was our ability to build on existing VR infrastructure from youth programmes and quickly adapt it to a new adult target group. Thanks to strong collaboration with our VR developers and motivated trainers, we succeeded in delivering a high-quality, immersive training experience that resonated deeply with employees.
That said, we faced challenges. Timing was tight, especially during the development phase, where aligning technical updates with pedagogical needs required careful coordination. Also, engaging companies on short notice meant we had to be agile and persuasive in securing participation.
That said, we faced challenges. Timing was tight, especially during the development phase, where aligning technical updates with pedagogical needs required careful coordination. Also, engaging companies on short notice meant we had to be agile and persuasive in securing participation.
Evaluation
Please summarise how you have evaluated the initiative’s impact (e.g. social media reach, survey, feedback forms, statistics).
First, we measured participation and reach through clear Key Performance Indicators (KPIs), including the number of training days, total trained employees and the number of success stories shared on social media. These allowed us to monitor visibility, engagement, and dissemination effectiveness in real time.
Second, participant feedback forms were collected at the end of each training session. These short surveys captured satisfaction levels, perceived learning outcomes, and behavioural intentions. The feedback was overwhelmingly positive, with many participants highlighting how immersive learning enhanced their awareness of real-world cycling risks.
Third, we issued evaluation forms to company representatives, which provided insights into the organisational impact - such as increased awareness, internal discussions on safe commuting, and in some cases, further interest in mobility planning.
Second, participant feedback forms were collected at the end of each training session. These short surveys captured satisfaction levels, perceived learning outcomes, and behavioural intentions. The feedback was overwhelmingly positive, with many participants highlighting how immersive learning enhanced their awareness of real-world cycling risks.
Third, we issued evaluation forms to company representatives, which provided insights into the organisational impact - such as increased awareness, internal discussions on safe commuting, and in some cases, further interest in mobility planning.
What has been the effect of the activities?
We have reached over 500 participants in the first year. The immersive VR training sessions triggered a notable mental shift among participants. Feedback forms revealed increased self-awareness about risky cycling behaviours - especially distraction, inappropriate speed on e-bikes, and cycling under the influence. Many participants reported they would actively change their commuting habits, demonstrating a strong potential for lasting behavioural change.
At the organisational level, the project created a ripple effect. Several participating companies expressed interest in integrating safe cycling into their broader employee well-being and mobility policies. The training not only raised awareness but also sparked internal discussions on infrastructure, incentives, and sustainable transport support (e.g. bicycle allowances, secure parking).
Publicly, our social media videos helped amplify our message beyond the immediate participants. The five published success stories engaged a broader audience and inspired further interest from employers not initially involved.
Overall, the project contributed to a modal shift mindset within the professional sphere - aligning with EU goals for greener, safer commuting - and laid a solid foundation for sustainable mobility training in the workplace.
At the organisational level, the project created a ripple effect. Several participating companies expressed interest in integrating safe cycling into their broader employee well-being and mobility policies. The training not only raised awareness but also sparked internal discussions on infrastructure, incentives, and sustainable transport support (e.g. bicycle allowances, secure parking).
Publicly, our social media videos helped amplify our message beyond the immediate participants. The five published success stories engaged a broader audience and inspired further interest from employers not initially involved.
Overall, the project contributed to a modal shift mindset within the professional sphere - aligning with EU goals for greener, safer commuting - and laid a solid foundation for sustainable mobility training in the workplace.
Please briefly explain why your initiative is a good example of improving road safety.
Our initiative is a strong example of improving road safety because it addresses real, high-risk behaviours (distraction, speeding on e-bikes, and cycling under the influence) through immersive, experience-based learning. Traditional trainings often rely on passive instruction, but our virtual reality approach allows participants to feel the consequences of unsafe behaviour in a controlled environment. This emotional engagement leads to deeper understanding and more lasting behavioural change, directly supporting the EU’s Vision Zero target and the Safe System approach outlined in the European Declaration on Cycling.
What makes this project a model of good practice is its transferability. The VR hardware already exists and is commercially available. Our training modules are modular and can be adapted to different languages, age groups, and settings (e.g. companies, schools, municipalities). We’ve also demonstrated cost-efficiency by building on existing simulators and applying the same approach across sectors.
Other organisations could replicate this initiative with modest investment, particularly if they collaborate with VR developers or NGOs experienced in road safety. The key is combining relevant behavioural risks with realistic scenarios and collecting participant feedback to continually improve the format. By sharing our methods, KPIs, and lessons learned, we hope to inspire similar actions across Europe to promote safer cycling to work.
What makes this project a model of good practice is its transferability. The VR hardware already exists and is commercially available. Our training modules are modular and can be adapted to different languages, age groups, and settings (e.g. companies, schools, municipalities). We’ve also demonstrated cost-efficiency by building on existing simulators and applying the same approach across sectors.
Other organisations could replicate this initiative with modest investment, particularly if they collaborate with VR developers or NGOs experienced in road safety. The key is combining relevant behavioural risks with realistic scenarios and collecting participant feedback to continually improve the format. By sharing our methods, KPIs, and lessons learned, we hope to inspire similar actions across Europe to promote safer cycling to work.
How have you shared information about your project and its results?
We have developed the project website www.fietsennaarhetwerk.be
We issued 4 key press releases, tied to strategic dates: the European Mobility Week (September 2024), World Day for Safety and Health at Work (28 April 2025), UN Global Road Safety Week (May 2025) and World Bicycle Day (3 June 2025) which helped us reach a broad audience.
We actively engaged our growing online community via social media on Facebook, Instagram, and LinkedIn, using short videos, testimonials, and success stories to highlight the value of the training and the feedback from participants.
We issued 4 key press releases, tied to strategic dates: the European Mobility Week (September 2024), World Day for Safety and Health at Work (28 April 2025), UN Global Road Safety Week (May 2025) and World Bicycle Day (3 June 2025) which helped us reach a broad audience.
We actively engaged our growing online community via social media on Facebook, Instagram, and LinkedIn, using short videos, testimonials, and success stories to highlight the value of the training and the feedback from participants.
Supporting materials
