AXA Retail launches road safety program

AXA Retail has rolled out Backseat Boss, a nationwide program teaching primary school children to promote safer driving at home.

Backed by the Child Accident Prevention Trust, the initiative will reach 50 schools and 1,000 pupils in 2025, with plans to scale further in 2026.

The program provides lesson plans and games aligned with the UK’s PSHE curriculum, giving kids tools to encourage behaviours like wearing seatbelts and obeying speed limits. Pilots in mainstream and SEN schools showed strong engagement, with AXA framing the effort as part of its broader push to cut the nearly 30,000 serious road injuries recorded in 2024.