Trucks
Road safety is something that affects everyone. However many teens are not always fully aware of the risks around them when they’re in traffic. Volvo Trucks’ latest See and be seen campaign aims to address this challenge.
“Even though we see trucks on our roads every day, many of us do not realize that it can be difficult for truck drivers to see us,” says Anna Wrige Berling, Traffic and Product Safety Director at Volvo Trucks. “The purpose of the See and be seen initiative is to improve public awareness of these challenges, so that we can adapt our behavior accordingly and make it safer for trucks and other road users to co-exist.
Even though we see trucks on our roads every day, many of us do not realize that it can be difficult for truck drivers to see us.
Why are children and teens particularly vulnerable in traffic?
According to the World Health Organization, road traffic injuries are the leading cause of death among children and young people aged between 5-29 years.[1] Since many teenagers have never driven a car, let alone sat behind the wheel of a truck, they can be unaware of the risks they’re exposed to when they’re near traffic and unintentionallyfind themselves in dangerous situations.
For example, they could be distracted by their phones when crossing a road or unknowingly enter a driver’s blind spot. They might wrongly assume that a truck driver can see and will stop for them.
“These are the types of assumptions and challenges the See and be seen training module aims to address,” says Anna. “It is simple and intuitive to use, with interactive lessons designed to address issues that are most relevant to teens.”
The overall message of See and be seen is universal and applies to all ages. However, to help reach out to younger people, its core message has been adapted into an online training module aimed specifically at students and teenagers. It is available on Volvo Trucks’ website, and can be completed either independently or used by teachers in classrooms.
Through a new online training module, See and be seen aims to make teenagers more aware of the safety risks when around trucks
Through our research, we have seen that some accidents are caused by truck drivers not seeing other road users, and by cyclists and pedestrians misunderstanding a truck driver’s intentions.
Why campaigns like See and be seen are needed
The inspiration for the campaign initially came from talking to cyclists and other vulnerable road users about traffic safety. By studying and analyzing real-life traffic accidents involving heavy-duty trucks, Volvo Trucks has a deep understanding of why and how accidents happen and can thereby develop measures to address them.
“Through our research, we have seen that some accidents are caused by truck drivers not seeing other road users, and by cyclists and pedestrians misunderstanding a truck's movements or the driver’s intentions,” says Anna. “For example, cyclists might not realize it’s hard for a driver to see them if they’re too close to the truck’s passenger side. Or a turning truck might appear to be going straight ahead when in fact it’s maneuvering for a wide turn.”
These insights prompted Volvo Trucks to create the Stop look wave initiative, which aims to train young children on how to act around trucks. See and be seen was originally designed for cyclists but has been expanded to also cover pedestrians since its core message is relevant to them as well.
How public awareness contributes to road safety
As a manufacturer, Volvo Trucks’ main contribution to improving road safety is through its vehicles. Its core focus is to develop passive and active safety systems that protect both drivers and other road users. However, Volvo Trucksalso aims to contribute to improving general safety beyond its vehicles.
“Public awareness campaigns like See and be seen are intended to complement all our other safety work,” says Anna. “Our active safety systems are designed to support drivers and help them avoid accidents with other road users.
For example, our passenger corner camera can help them spot cyclists and pedestrians when turning. But if pedestrians and cyclists are also aware of the challenges drivers face in seeing them, overall traffic safety will improve. That way, we can all work together to make our streets safer."
[1] ’Global status report on road safety 2023’, World Health Organization, 13 December 2023, https://www.who.int/publications/i/item/9789240086517
