Electric Scooter Company Rewards Customers Who Wear Helmets

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Category: Human Interest

Listening

Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. incentive / ɪnˈsɛn tɪv / (n) – something that serves as a reward for good results
    Example:

    Employees with good performance will receive an incentive.


  2. employ / ɛmˈplɔɪ / (v) – to make use of something for a particular purpose
    Example:

    The chef employs a special cooking technique for his dishes.


  3. operate / ˈɒp əˌreɪt / (v) – to manage and run a business
    Example:

    Foreign companies often operate in central business districts of a country.


  4. brainchild / ˈbreɪnˌtʃaɪld / (n) – the result of someone’s creative idea or thought
    Example:

    The TV program was the brainchild of the producer and the screenwriter.


  5. infrastructure / ˈɪn frəˌstrʌk tʃər / (n) – the basic systems, equipment, or structures needed for a country or an organization to function
    Example:

    The city’s infrastructure needs to improve to attract tourists and foreign investors.


Article

Read the text below.

Electric scooter rental company Bird awards incentives to customers who take selfies wearing helmets.


The company has updated its app by adding a new safety feature, which asks riders to snap a selfie while wearing a helmet at the end of each ride. To identify riders who are wearing helmets, the app will employ machine learning technology. These riders will then receive rewards, which include free ride credits.


Currently, the new feature is only available in Washington, DC. However, it will soon expand to other areas where the company operates.


Bird’s new initiative is meant to address safety concerns regarding scooter use and promote helmet usage among riders. Getting people to wear helmets has been a problem of the electric scooter industry. A study showed that less than 1% of injured electric scooter riders wear a helmet, and half of all injuries related to scooters are head injuries.


Previously, Bird gave away 75,000 free helmets in the cities where its services are offered as an attempt to promote rider safety. However, the initiative proved to be costly and did not increase the number of people wearing helmets.


Apart from the helmet safety feature, Bird is also launching an online marketplace where riders can purchase protective gear and safety accessories.


Paul Steely White, Bird’s director of Safety Policy and Advocacy, said these safety initiatives are the brainchild of the company, its partner cities, safety experts, and innovators. However, White believes that these initiatives might not be the most effective solution to the problem and that the best way to improve road safety is to build better infrastructure.


Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

• Do you think Bird’s initiative of awarding incentives will be effective in encouraging riders to wear helmets? Why or why not?
• What do you think are some possible reasons why the previous initiative (i.e., giving away free helmets) was not effective? Speculate.

Discussion B

• What institutions do you think should be responsible for making roads safe for all users? Why?
• In your opinion, does your country have enough initiatives to ensure road safety? Explain.