Smart tech that leverages behavioural science has never been a more important tool to help lower the amount and severity of road traffic collisions in the UK.

Despite a whole raft of awareness campaigns and punitive measures targeting poor driving, casualty numbers remain stubbornly high.

The Safe Roads Challenge aims to inspire a culture of positivity and reward for being a safer, more mindful driver and set new standards in driving across the UK. Key to this ambition is to make the programme fun, accessible and motivating for people to do on every trip, thus creating an enduring safe driving movement. This presentation will explain why that's important and how this is being achieved.

Paul Cope, Managing Director, The Creative Lab & UK Director, Safe Roads Challenge UK

Paul Cope is Managing Director of branding and communications specialists, The Creative Lab.

He has spent his 25-year career making brands vital and creating campaigns that positively influence consumer behaviour. From convincing busy tourists to ride a new attraction (the London Eye), chocolate lovers to buy more Fairtrade Certified bars (Cadbury) and pub goers to step up as the designated driver at Christmas (Coca-Cola), Paul's experience and influence is wide-ranging.

In October 2023, his agency was appointed by North American driver tech solutions company, Medidas, to launch and develop the Safe Roads Challenge in the UK.