Unibet, a renowned sports betting provider, has partnered with the Dutch cycling team, Tour de Tietema, to launch an impactful campaign focused on raising awareness about heart-related health issues prevalent within the cycling community. This collaborative effort seeks to address growing concerns surrounding cardiac ailments experienced by cyclists through innovative means.
The Initiative
The cornerstone of this initiative is the development of an online learning tool aimed at educating individuals about heart-related illnesses commonly encountered in cycling. This tool serves as a proactive response to the escalating need for greater awareness and preparedness within the cycling community.
Interactive Augmented Reality Experience
As part of the campaign, an interactive Augmented Reality (AR) experience will be made available to the public, free of charge. This immersive experience will feature digital representations of Bas Tietema, Devin van der Wiel, and Josse Wester, the esteemed owners of the cycling team. Users will be guided through an eight-step tutorial on administering resuscitation techniques, underscoring the importance of prompt action in critical situations.
Custom Jersey
In a bid to amplify the message of heart health awareness, the cycling team will sport a custom-designed jersey during their endeavors. This visual symbol aims to capture attention and stimulate conversations surrounding the significance of prioritizing heart health among cyclists and sports enthusiasts alike.
Lennart Kessels, General Manager of Kindred Group (Netherlands):
“Incorporating this awareness campaign aligns seamlessly with Unibet’s commitment to fostering social engagement. Through our collaboration with Tour de Tietema, we aspire to inspire a widespread audience to participate in the AR experience, thereby fostering a culture of preparedness and proactive health management.”
Bas Tietema, Co-owner of Tour de Tietema:
“My journey in cycling has taught me the importance of listening to one’s heart, both figuratively and literally. However, the prevalence of heart-related incidents within the cycling community is a sobering reality. Our team recognized the urgency to equip ourselves and others with life-saving skills. By leveraging our platform, we aim to shed light on this critical issue and empower individuals with the knowledge to respond effectively in emergencies.”
The collaboration between Unibet and Tour de Tietema represents a commendable effort to address a pressing health concern within the cycling community. By harnessing the power of technology, education, and advocacy, this initiative endeavors to foster a safer and more informed environment for cyclists, while also encouraging broader societal engagement with heart health awareness. Through collective action and shared responsibility, we can strive towards a future where every cyclist feels empowered and prepared to navigate the road ahead, whatever challenges may arise.