When we launched the Responsible Driving and the Fatal Five campaign in 2024, our ambition was clear: to save lives on Northern Ireland’s roads by using the workplace as a platform to educate and advocate for personal change in how we drive. Today, as we move through the second year of this initiative, I am proud to reflect on the progress we’ve made – and the lives we hope to protect through this work.

The statistics that motivated us remain sobering, and I must admit, I have become slightly obsessed by the statisticS while working on this project. In 2024, 69 people lost their lives on our roads; in 2023, that figure was 71, and at this point in 2025, 51 people have lost their lives¹. Behind every number is a family that has changed forever. These tragedies are not inevitable, they are preventable. More than 95% of road traffic collisions are caused by human error. That means the choices we make behind the wheel matter. They matter to us, to our loved ones, and to everyone who shares the road.

Why Business? Why Now?

Many road traffic collisions involve someone driving to, from, or for work¹². That insight shaped our approach: if we could engage employers and employees, we could create a ripple effect of safer driving habits that extend beyond the workplace into homes and communities. Businesses have influence, and when they champion safety, the impact is profound.

Our campaign focuses on the Fatal Five – the five behaviors most likely to cause death or serious injury on the road:

• Don’t drink or take drugs
• Slow down
• Don’t get careless
• Belt up
• Stay off your phone

Now in its second year, the campaign has seen bookings increase by more than 30% compared to year one. This surge tells us two things: first, that businesses recognise the value of this initiative; and second, that employees are eager to learn and take responsibility for their safety.

We’ve worked with a diverse range of corporate partners – from large multinationals to local firms – who share our commitment to making road safety a priority. Through online sessions, in-person roadshows, and immersive experiences like our Seeing is Believing visits and the Road Safe Roadshow, we’ve created opportunities for people to hear real stories, meet emergency responders, and understand the lifelong consequences of a split-second decision.

The feedback has been powerful. Participants describe the sessions as “hard-hitting,” “eye-opening,” and “life-changing.” These aren’t just training events -they are moments of reflection that challenge attitudes and inspire action.

Over the past two years, December has been the most deadly month, with 10 people losing their lives each year. At this stage in December 2025, one person has already died. Can we all make sure we focus on the Fatal Five so that no one else dies this month? Every choice matters—let’s make the right ones.

One of the highlights of our calendar is the Road Safe Roadshow, which brings the reality of road safety into sharp focus. Due to the high demand for our upcoming event on 26 March, we are delighted to announce that we’ve added a second afternoon session. This means even more people can attend – whether you’ve been involved in the campaign so far or are joining us for the first time.

To secure your place, simply register via this link: Book your session here. Don’t miss this opportunity to experience a powerful event that could change the way you think about driving forever.

Our collective efforts have not gone unnoticed. In September, the campaign won the TyreSafe UK Award for Outstanding Communications, a testament to the creativity and reach of our messaging. This recognition belongs to every partner who has shared our content, hosted sessions, and encouraged conversations about road safety. We also won a PANI Bronze award for our radio campaign with U105 and were shortlisted for a Business Eye Marketing Campaign award.

Collaboration remains at the heart of this work. We are proud to partner with the Police Service of Northern Ireland, U105, and the Road Safety Trust, whose expertise and support have been invaluable. A special shout out to our Seeing is Believing leader in 2025, Noel Mullan, Heron Bros and our 2026 leader, Alistair Lambe, McLaughlin & Harvey. I cannot write this piece without acknowledging the brilliant people from our partner organisations – Chief Superintendent, Sam Donaldson, Inspector Leanne Verner, Road Education Officer, Mark Dumigan and U105 Station Manager, Peter McVerry. Engagement with the Department for Infrastructure and the Department of Justice have also gone a long way to increase the profile of this work. Together, we are amplifying life-saving messages and ensuring they reach as many people as possible.

While we celebrate progress, we know the journey is far from over. Road deaths and serious injuries continue to cast a long shadow over Northern Ireland. Changing behavior takes time, persistence and partnership. That’s why our focus for the months ahead is on deepening engagement, expanding resources and sustaining momentum.

We want every business to see road safety as part of their responsibility – not just for compliance, but for care. We want every employee to leave our sessions with practical knowledge and a renewed sense of accountability. And we want these messages to travel beyond the workplace, influencing families, friends and communities.

If you haven’t yet joined us, now is the time. Visit our Responsible Driving hub to explore resources, book sessions and become part of a movement that saves lives. Together, we can make Northern Ireland’s roads safer for everyone.

Every journey matters. Every choice matters. Let’s keep driving change – responsibly.

¹Road Traffic Collision Statistics | PSNI

²Reported road casualties Great Britain: estimates involving driving for work – GOV.UK

³Landmark study reveals driving for work death toll – Driving for Better Business