- AXA Retail’s new safer driving programme, Backseat Boss, is designed to educate primary school children, giving them the confidence to talk about safer driving behaviours at home
- AXA Retail launches partnership with child safety charity Child Accident Prevention Trust (CAPT) to leverage their expertise and enhance the reach of the programme to promote safer driving
AXA Retail is launching a new nationwide road safety programme with the ambition to engage with primary schools across the country, targeting 50 schools and 1000 children in 2025, expanding this effort significantly in 2026. Aligned with AXA Retail’s purpose to protect our customers on the road, the programme Backseat Boss, is designed to educate primary school children, giving them the confidence to talk about safer driving behaviours at home.
To support this initiative, AXA Retail has partnered with the Child Accident Prevention Trust (CAPT), a leading charity dedicated to improving child safety across the UK. Using the expertise and network of CAPT the goal is further expand the reach of the Backseat Boss programme ensuring it benefits even more young people across communities.
Nearly 30,000 people were killed or severely injured in road collisions in the UK in 2024* and this collaboration reflects a shared commitment to promoting safer driving to help reduce the number of accidents and improve road safety for all.
The programme itself takes a unique approach equipping young children with the knowledge to influence the driving habits of the adults around them, such as the importance of using seatbelts. The materials available for schools include lesson plans and games aligned to the PSHE curriculum, which can be downloaded and used in the classroom.
The programme has already been piloted with two schools across the UK, one mainstream and one SEN, resulting in positive feedback from both pupils and teachers.
The programme is engaging and very much aligns with our school curriculum, in particular the Personal, Social, Emotional Development. Backseat Boss provides a clear, structured approach that is accessible for teachers and impacts pupils and their families.
Small decisions on the road – whether wearing a seatbelt or sticking to speed limits – are essential acts that contribute to a safer driving environment for everyone. As a parent of two young children, I am confident Backseat Boss will be engaging and positively impact the lives of young people and their families. I’m thrilled that we are collaborating with Child Accident Prevention Trust whose expertise is vital in supporting this initiative. Together we can help make our roads safer for all.
The Child Accident Prevention Trust is the only UK charity to focus on preventing death and serious injury to children from avoidable accidents. This partnership reinforces AXA Retail's broader goal of promoting responsible road use through education and awareness.
Backseat Boss magnifies that small voice from the back of our cars, educating and empowering children and supporting their parents to drive more safely. We applaud AXA Retail’s longstanding commitment to promoting responsible road use and we’re delighted to collaborate with AXA to roll out the programme to schools nationwide. This shows they know what it means to put drivers, and our children, first. Small changes in how we drive really can make a huge difference to safety in our local communities.
For more information about the Back Seat Boss programme or to find out how your school can get involved, please visit Safer Driving | AXA UK.