Lime Spends $3M On Electric Scooter Safety Campaign

According to Digital Trends, Lime, a major provider of app-based bike and scooter rental services, is spending more than $3 million on a campaign to encourage its users to ride more safely and responsibly. Called Respect the Ride, the effort appears to focus more heavily on scooters and includes: a multi-channel ad campaign reminding riders to wear helmets, abide by local laws, park responsibly, and stay aware of their surroundings when riding; on-the-ground safety ambassadors dedicated to educating local communities about scooter safety.