The Remco Reflex

When two-time World Champion and Olympic gold medalist cyclist Remco Evenepoel was doored by a bpost employee, the entire country was in shock. It was not just a national disaster, it also became a PR nightmare for the national postal service, bpost.

How do you respond to such a dramatic event when you are the responsible party? By taking immediate action.

The Remco Reflex was launched to raise awareness among drivers about the dangers of opening car doors into the path of cyclists. A small sticker featuring Remco was designed to be placed on car doors as a reminder for drivers to look back before exiting their vehicles. This way creating a new reflex: the Remco Reflex.

A total of 20,000 stickers were placed in all bpost vehicles, and more than 80,000 stickers were distributed to the public in the days following the accident. Our message spread through national and international media, and even Remco himself promoted the sticker in Belgian press.

In just a few days, we transformed a national disaster into a PR success story.

For more details, visit deremcoreflex.be.