Boston Mayor Martin J. Walsh and the Boston Transportation Department have partnered with Fundación MAPFRE (MAPFRE Foundation) to launch an interactive public action campaign to reinforce critical road safety rules and encourage empathy among those sharing the streets of Boston. The program, "Look Both Ways, Boston," encourages residents to understand the experience of the person who is walking, biking, or driving next to them to gain a safer perspective. The program also supports the city's Vision Zero Boston program, which focuses on proven strategies to eliminate fatal and serious traffic crashes in the city by 2030. "Ensuring Boston's streets are safe for all is the number one priority of the Boston Transportation Department," said Mayor Walsh in a statement. "Through Boston's Vision Zero plan, including initiatives such as the implementation of the Neighborhood Slow Streets Program, the incorporation of buffered bike lanes, and the adoption of updated traffic sign and signal technology, we will continue to utilize every resource to ensure to safety of Boston's streets. I look forward to this partnership with Fundación MAPFRE and encourage residents to learn more about this campaign at Boston City Hall." The campaign kicked off with an event at City Hall Plaza on September 19-20 and featured several interactive and informative exhibits on critical safety issues. One exhibit showcased a virtual reality (VR) experience in which users virtually 'got behind the wheel' of a car to navigate three different scenarios that tested their driving skills. The experience measured users' speed and adherence to traffic rules, and it also used eye-tracking technology to monitor distracted driving. Other exhibits included demonstrations on car seat and bicycle safety, driver blind spots and AGNES, a suit developed by Massachusetts Institute of Technology that reveals the physical challenges associated with aging. "Road safety is one of the most critical issues we face as a society," Alfredo Castello, chief representative of Fundación MAPFRE in the U.S., said in a release. "We are proud to work with Mayor Walsh and Boston's transportation team on this important initiative that supports our shared Vision Zero goal of eliminating traffic fatalities and serious injuries and protecting those who use our roadways." Related: |

• Top 15 states for deadly motor vehicle accidents
• Roadside fatalities continue to rise despite technological advances
• Study: Ride-hailing services contribute to more traffic deaths