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Lime launches campaign to focus on important safety issues in run up to Christmas

Safety is the focus of everything we do here at Lime, so we’re excited to launch our new “Safer with Lime” campaign, aimed at informing and protecting our UK users over the Christmas period.

Launching today, the campaign will focus on three key safety issues across our London, Milton Keynes and Salford e-bike and e-scooter services:

  • - The illegal use of private scooters on public roads

  • - Encouraging wearing high visibility clothing when riding over the darker winter months

  • - Preventing Drink Riding

Ahead of Black Friday, we’re running targeted digital advertising reminding UK shoppers that it’s illegal to use a private e-scooter on British roads. They therefore do not make good Christmas presents for friends or loved ones.

To provide a safer and more sustainable alternative gift idea this Christmas, we’ve also developed a new Lime Gift Card, which will give users discounted rides across all our e-bike and e-scooter services next year. It’s the perfect gift for those looking to make a greener start to 2021!

Our campaign will also remind users to wear high visibility clothing when riding in the dark via “Be Safe, Be Seen” giveaways of safety equipment including helmets and reflective bands. In addition to these giveaways, in London we will also be working with the London Cycling Campaign to provide free MOT-style bike safety tests for cyclists as part of our efforts to ensure people are continuing to use their bikes safely over the winter months.

In the run up to Christmas, our Safer with Lime campaign will focus on the important issue of drink riding, reminding users that it is better to stick to “Lime and Soda” than riding after drinking alcohol. We already use in-app cognitive tests and reminders to prevent our users from drink riding, and will boost these safeguards in December using incentivisation, such as partnerships with local bars and restaurants to provide riders with soft drinks, and suggestions for alternative discounted travel options.

Florence Milner, Lime’s General Manager for UK and Ireland said: Our Safer with Lime campaign is designed to target key safety issues over the festive season, helping to keep our UK users informed and protected, and ensuring our services are being used in the right way for the benefit of all at an important time of year.

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