The industry-academia cooperation project between Beam Mobility , a personal mobility (PM) sharing service company, and Hanyang University’s Department of Advertising and Public Relations has recently been completed. This collaboration was planned to raise safety awareness among PM users and to discover communication strategies and campaign ideas that reflect the perspectives of university students.
This project was conducted in conjunction with Professor Han Mi-jeong's major class, <IC-PBL (Industry Coupled Problem Solving Learning) Strategic Planning>, in order to enhance the effectiveness of Beam Mobility's safety education program, 'Beam Safety Academy'. The participating students were divided into six teams and performed various tasks, such as surveying PM usage, establishing safety awareness improvement strategies, and proposing content planning and implementation plans.
The team that was selected as the final winner, 'Safe Upshi Can't Live', proposed a SNS challenge campaign that encourages voluntary wearing of helmets using design stickers that can be used to decorate helmets. This campaign received positive reviews from the judges for reinterpreting helmets as fashion items rather than simple protective gear.
In addition, various ideas that reflect the sensibilities of the younger generation were presented, such as the 'lenticular tag', a visual effect that encourages helmet wearing, and 'footplate tuning', which inserts safety phrases into the footplate.
Beam Mobility is currently considering incorporating some of the suggestions derived from the project into actual educational curricula and future campaigns. A company official said, “We expect that these suggestions, which reflect the perspectives of users in their 20s, will provide practical help to PM safety policies,” and “We will continue to work with users and the local community to create a safety culture in the future.”
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