“Be Bright, Be Safe.” The campaign to encourage road safety among young people has once again come to life this year — but in a new light. Under the auspices of the Zavod Vozim Institute, Zavarovalnica Triglav and the Yootree Creative agency, the first digital traffic reporter, Vid Zebra, was presented to the public. Combining humour with technological innovation, it aims to bring traffic safety and real-time road data closer to the younger generation. Young people are some of the most frequent users of urban mobility devices in Slovenia, but they are also often involved in road accidents.
A survey conducted by Zavarovalnica Triglav among more than 800 users of e-scooters and e-bikes showed that only around half of them feel safe when riding an e-scooter, and a third have been involved in an accident. Only one in four users always wears a helmet when riding an e-scooter, although almost two thirds believe that helmets should be compulsory for everyone, at all times. Young people also tend to avoid essential safety measures such as helmets, reflective clothing and accessories during their urban journeys, resulting in many accidents and injuries. In response, the socially responsible initiative “Be Bright, Be Safe”, organised by Zavod Vozim, Zavarovalnica Triglav and Yootree Creative, took a creative approach. They enlisted Vid Zebra, a digital traffic reporter, who uses data from the COPS intelligent systems to raise public awareness about traffic safety.
More intelligent systems than municipalities
“Zavarovalnica Triglav has installed 231 intelligent traffic systems across Slovenia over the past ten years – more than the number of municipalities in the country. Of these, 99 are COPS systems designed to prevent collisions. Analyses show that installing such systems at high-risk locations can reduce the number of accidents by up to 80%. These systems are connected to a network that continuously records and analyses driver behaviour. At the same time, our research shows that as many as 83% of e-scooter users and 77% of cyclists are worried that other road users won’t notice them. This clearly demonstrates that we still fail to see one another in traffic – not only at night, but even in broad daylight. That’s why at Zavarovalnica Triglav we’re working to transform data from intelligent systems into a new, playful form of communication that combines technology, data and youth culture. Vid Zebra is our way of making safety both visible and audible,” said Ana Cergolj Kebler, head of safe mobility programmes at Zavarovalnica Triglav.
The COPS@zebra (Collision Preventing Safety System) is an innovative solution developed by the Slovenian company Tenzor to prevent collisions at pedestrian and bicycle crossings. The system consists of four signs: two warn drivers that they are approaching a pedestrian crossing, while the other two alert pedestrians to oncoming vehicles.
Workshops about young people and with young people
Engaging with the younger generation is central to the work of the Zavod Vozim Institute, which raises awareness about the safe use of micromobility devices through workshops and public events. Its goal is to encourage users to adjust their speed, keep their helmets on, and their phones in their pockets while riding e-scooters or other forms of urban transport.
“At Zavod VOZIM, we have observed for several years – and research confirms this – that people, especially vulnerable groups such as older adults and people with disabilities, often no longer feel safe in traffic. We recognise that new forms of micromobility have brought many advantages, but also significant challenges that must be addressed through knowledge, collaboration and innovation. That’s why we actively engage young people – primary and secondary school pupils, as well as students – in co-creation projects, encouraging them to think creatively and develop solutions for safer mobility in the future. We believe that such approaches can enhance the visibility of traffic safety communication, promote lasting changes in habits, and have a long-term impact on traffic culture,” emphasised David Razboršek, Director of Zavod VOZIM.
“Be Bright, Be Safe” – for everyone
The third season of the “Be Bright, Be Safe” initiative introduces Vid Zebra, the first digital traffic reporter powered by artificial intelligence. The project brings creative and technological innovation, but its message remains as vital as ever: Be bright, be safe – as pedestrians, drivers, cyclists and, above all, as individuals.
“What struck us most about this project was the irony that artificial intelligence is teaching us about empathy. But perhaps that’s exactly what we need — a mirror that reminds us how often we fail to see one another, both in traffic and in life. At Yootree Creative, we believe that communication can change this – if it’s genuine, a little unconventional and driven by purpose,” said Žan Rus Fink, Creative Director at Yootree Creative, reflecting on the message behind this year’s campaign.
Gain know-how on the e-scooter simulator
Vid Zebra will also be joined in the field by an e-scooter simulator. As the first of its kind in this part of Europe, the simulator records, analyses and anonymises driver behaviour based on demographic data, offering valuable insights into the typical habits, dangerous actions and common behaviours of micromobility device users. The simulator is also a highly useful tool for parents, giving them a chance to try e-scooters with their children and gain a better understanding of the experience. One simulator is available at Triglav Lab in Ljubljana, while the other travels across Slovenia and is used by Zavarovalnica Triglav, in collaboration with the Zavod Vozim Institute, as a hands-on tool to educate young people about micromobility.
