Accident with Belgian delivery van leads to recognition for effective advertisement campaign in wake of Remco Evenepoel incident
Belgian cyclist Remco Evenepoel played an unexpected yet significant role in a road safety campaign after a dooring incident involving a Belgian postal vehicle in December. The Belgian postal service, bpost, launched the "Remco Reflex" campaign as a response, with the goal of promoting the "Dutch Reach" technique among drivers to prevent similar accidents.
The Dutch Reach method involves opening the car door using the opposite hand, which forces drivers to look behind them for approaching cyclists. As part of the campaign, bpost distributed 100,000 Remco Reflex stickers across Belgium to facilitate a reminder to drivers to check for cyclists as they open their vehicle doors.
Evenepoel, who suffered serious injuries such as a broken rib, shoulder blade, and hand, along with contusions on his lungs and a luxation of the clavicle that required surgery, welcomed the initiative. Although the accident was unfortunate, he expressed satisfaction with the campaign and its potential benefits for road safety in Belgium.
The "Remco Reflex" campaign gained significant traction and earned seven awards, including gold in the PR category, at the Creative Belgium Awards. A bpost spokesperson praised the partnership between the company and Evenepoel's entourage as mutually understanding and added that bpost, with more than 10,000 postmen on the road daily, has a significant impact on road safety across the country.
Bpost CEO Chris Peeters mentioned the initiative was prompted by the incident but emphasized that the collaboration with Evenepoel was fruitful in learning from the accident and making traffic safer in Belgium.
In sports news, Remco Evenepoel commenced his season at the Brabantse Pijl in April and finished fifth overall at the Tour de Romandie at the beginning of May, winning the final stage time trial in Geneva. He is expected to participate in the Critérium du Dauphiné and the Tour de France.
- Remco Evenepoel's unexpected participation in a road safety campaign, named "Remco Reflex," has been successful in promoting the Dutch Reach technique across Belgium.
- This campaign, initiated by the Belgian postal service bpost, aims to prevent dooring incidents involving cyclists by urging drivers to check for cyclists before opening their vehicle doors.
- Evenepoel, who has personal experience with the importance of road safety, has expressed satisfaction with the campaign and its potential impact on mental health and overall wellness in the community.
- Despite the unfortunate accident that sparked the campaign, the collaborative effort between bpost and Evenepoel's entourage has been fruitful, resulting in several awards and improvements in European leagues and premier leagues, particularly in the area of sports analysis related to road safety.
