With increasing numbers of road users vying for finite space on European roads, Ford’s Share The Road campaign aimed to deepen empathy between people on wheels in order to reduce tension and create behaviour change leading to safer roads. The cornerstone of the campaign was ‘WheelSwap’ – a powerful, empathy-driven VR experience developed by Happy Finish, that switches the perspectives of motorists and cyclists in order to deepen understanding and encourage road users to adopt safer behaviour towards each other. More than 1200 people across five European countries took part in initial research conducted by Ford to test the efficacy of ‘WheelSwap’ in changing behaviour. A staggering 91% of users stated they intended to change their behaviour after using ‘WheelSwap, 70% displayed greater empathy to their driving and cycling counterparts after using the experience compared to those who had not. Two weeks after experiencing ‘WheelSwap’, 60% of participating road users had already changed their behaviour on their day-to-day travels. Based on this early success, WheelSwap is now being used by Ford globally – through event-based activations including major motoring and cycling events, employee activations and Driving Skills For Life.