As part of the social media campaign we created and managed for the UK B2B launch of the Safe Roads Challenge, we wrote this article about the brand ethos and strapline: Rewarding Mindful Driving. First published on 25th and 26th March 2024 on LinkedIn and Instagram.​

That’s the ‘What’ and the ‘Why’ of Mindful Driving, what about the ‘How’?


There are three things to bear in mind at this point, if we actually want people to do this stuff…


1. Keep it simple

We know it’s no use asking drivers – especially those who are relatively new to the road – to retain and apply reams of complicated instructions. There are already plenty of those in the Highway Code.


2. Make it actionable

Great advice is all very well, but if it doesn’t translate into something people can actually do, then don’t expect much in the way of uptake.


3. Ensure it’s rewarding

Basic behavioural science teaches us that “What’s in it for me?” is the first and most important question anyone asks themselves whenever they are challenged to alter their behaviour. Especially if the required change doesn’t come quickly or easily.


It’s with all this in mind that we reveal our FIVE main components of Rewarding Mindful Driving… with a handy behavioural tip for each.



This is a big one. Over 80% of road traffic collisions are caused by driver error and many of those errors stem from drivers not paying full attention to what’s happening on the road. Phones, food, children, pets, music, passengers… trust us, we’ve heard all the excuses. The point is though, there is no excuse. There’s a big, chaotic world outside of your motorised metal box and it pays to give it your full attention.


TOP TIP: Sort out any potential distractions before you start your journey. And if anything distracts you while you’re driving, pull over where it’s safe and deal with it there before setting off again.

There are idiots on the road, we get it. Sad thing is there always will be and, with the best will in the world, Mindful Driving probably isn’t for them. The thing is, you getting bent out of shape at some perceived sleight at a busy junction isn’t going to change their driving style and it definitely won’t improve your day. What it might do is get you in some bother – either immediately or later in your journey while you’re still stewing.


TOP TIP: When faced with aggressive confrontation on the road take a deep breath, regain your focus and tell yourself, whatever it is, it probably isn’t personal. Then avoid eye contact and go about your journey, happy in the knowledge you’re the better driver.

Roads are some of the most democtratised spaces in our lives. Look around the next time you’re on one and you’ll see they’re a pure slice of life. Roads welcome anyone and everyone… young, old, male, female, gay, straight, cars, lorries, bikes, pedestrians. You name it, the UK’s highways and byways play host. So paying close attention to what other people are doing on the road – and giving them plenty of space in which to do it – is an essential part of practicing Mindful Driving and reaping the rewards that brings.


TOP TIP: Watch and try to anticipate the actions of other road users – even if you’re a passenger – and especially those more vulnerable than you. Over time, you’ll start to notice patterns that will help you anticipate anything unexpected, positively informing your own driving style.

Whether we like them or not, the rules of the road and their accompanying signage are there for a reason and are usually pretty umabiguous in their instruction. Plus, the UK’s road signs, created in the late 1950s by British graphic designer Margaret Calvert, are generally accepted to be some of the most beautifully designed and iconic in the world. So there’s really no excuse to not pay attention to them!


TOP TIP: Stay aware of what signage and road conditions are telling you and respond straight away, helping other drivers where appropriate. Even if you drive the same route every day, temporary road layouts and pop-up signage can often appear unexpectedly to catch you out.

How many times have you been happily driving behind a fellow road user, with plenty of stopping distance, only to be surprised by what they did next: sudden braking, sharp cornering, an abrupt swerve? Once a week? Most days? It’s so common as to be unremarkable. It’s also an indication that the person in front is probably being reactive in their driving style rather than intentional, and it’s a huge contributor to road traffic collisions.


TOP TIP: Be as purposeful and deliberate as you can with each driving manoeuvre, continuously assessing your own driving habits and making adjustments as needed. This requires you to be alert, so if you're feeling a little sleepy, pull over and take a break to refocus before continuing your journey.



And that’s pretty much it. Not too onerous, is it? Why not give it a try with the Safe Roads Challenge and start enjoying the benefits and rewards of being a Mindful Driver. You certainly won’t regret it and it’s never too late to start.


We might even mention it to Beryl.


* Source: Direct Line, August 2021


Mindful Driving… sounds a bit, you know, lame, doesn’t it?


Maybe it brings to mind an old lady called Beryl pootling along in her beloved little Dacia at 20 mph in a 40 zone, completely oblivious to the huge line of irritated BMWs and Audis stretching out behind her?


Or perhaps it makes you think of lighting some incense, getting in the lotus position and chanting “Ommm” whenever you’re at a red light?


Fortunately it’s neither of those, and we certainly wouldn’t recommend that kind of thing anyway.


It is, in fact, far more interesting than you might think.


With 1.3 million new drivers hitting the UK’s roads each year*, the number of casualties from road traffic collisions remaining unacceptably high and insurance premiums going through the roof, we believe it could prove to be one of the most important ideas in the area of road safety for decades.



So, what exactly is it?


Here at the Safe Roads Challenge, we define Rewarding Mindful Driving as...


Being completely calm, in the moment and focused on your driving (or riding) whenever you're behind the wheel (or on your motorbike), enabling you to predict and react safely to any unexpected events. This safer driving approach not only makes the driver feel far more positive about their experiences on the road, but also provides personal financial and wider community benefits.


It sounds easy, but it requires practice, commitment and incentives for it to become habit. The benefits definitely make the effort worth it…



You’ll have fewer accidents and near misses, and avoid all the emotional and physical harm that often entails. There’ll be more money in your pocket: you’ll use less fuel, wear and tear on your vehicle will decrease and fewer incidents mean a lower insurance premium.

You’ll arrive at your destination far less flustered and grumpy with whoever cut you up at that roundabout.


You might even start looking forward to road journeys and enjoy the driving experience as you do it. Imagine that, right?!


Plus, if you’re signed up to and using the Safe Roads Challenge app, you’ll be getting rewarded with money off stuff you actually want just for driving more mindfully. No brainer.