Company employees

TyreSafe is addressing the critical issue of tyre-related road casualties by equipping all road users with the knowledge to identify and act on poorly maintained or illegal tyres. Our mission follows the Safe System approach, recognising human error and injury tolerances, and aims to eliminate harm through education, engineering, and enforcement. TyreSafe’s focus is on reducing incidents caused by poor tyre maintenance, illegal tread depth, under-inflation, and other defects. Research consistently shows tyres are one of the most neglected safety components. Data from our 2023 Tread Depth Survey revealed over 6 million tyres are replaced annually when already illegal. A 2022 post-collision investigation revealed that 81% of vehicles involved in incidents had tyre defects. Despite this, under-reporting in Police collisions data, Stats19, limits national awareness. TyreSafe’s campaigns, research and stakeholder engagement address this knowledge gap. We work with government, emergency services, tyre industry and other road safety groups to increase understanding and action. TyreSafe’s vision is zero harm from tyre defects on UK roads. By raising awareness, influencing behaviour and advocating for better data and enforcement, we aim to instil long-term change and reduce preventable tyre-related collisions and casualties.

Occupational Road Risk, also known as Work Related Road Risk (WRRR), is the risk that an employee may be involved in a collision while driving for work, causing harm to themselves and others. As a minimum, 1/3 of injury collisions every year in the UK involves at least one person driving for work, with 35,000 casualties because of these collisions annually.
Employers have an established legal role to play in the safe management of their employees who drive/ride for work under the UK Health and Safety at Work Act. Workplace health and safety legislation applies equally to work related driving and riding and should be applied in the same way as in the physical workplace.
The Driving for Better Business programme (DfBB) works on the premise that employers have a crucial role to play in the safety of drivers and other road users. Working with employers, we can positively influence a significant number of road users to improve driver behaviour and reduce collisions and injuries. Whilst there is a focus on the requirement under law to manage driving for work, the principle is valid in any jurisdiction.
Our vision is “a world where those who use the roads for work do so safely, efficiently and sustainably" and mission is “To improve safety and reduce risk for all those who drive or ride for work, by promoting good management practice and demonstrating the significant business benefits”.

In Valladolid, one of the main road safety challenges we identified was the safety of children on school routes, especially at intersections with high vehicle flow and limited visibility. Traditional pedestrian crossings, marked only by paint, often fail to capture drivers’ attention — particularly during early morning or late afternoon hours when light conditions are poor, and traffic is dense.

Children, due to their smaller size and unpredictable behavior, are among the most vulnerable road users. Despite the presence of static signage, many drivers fail to reduce speed near school zones, and pedestrians, especially children, faced heightened risks when crossing.

We addressed this issue by implementing the Retrolight System®, an innovative smart crosswalk solution with embedded LED panels and intelligent vertical signage, in one of Valladolid’s key school routes. The system uses real-time sensors to detect pedestrians’ intention to cross and activates dynamic lighting both on the ground and in vertical signs, immediately alerting approaching drivers. By combining active visual cues with automated detection, the system significantly improves pedestrian visibility, raises driver awareness, and ultimately reduces crossing-related risks. This project serves as a replicable model for enhancing safety on school routes across urban environments.

Due to the specific characteristics of the Warmian-Masurian Voivodeship — extensive forested areas, type of the road infrastructure, and the predominance of single-carriageway, two-way roads — we record a higher-than-average number of severe traffic incidents compared to the national average. These include collisions with wild animals, crashes into roadside trees, and head-on vehicle collisions. Statistically, these are the leading causes of fatal accidents in our region. If we were able to reduce the number of such incidents to the national average, then — considering the number of fatalities — we would have a real chance of becoming the safest voivodeship in Poland. We recognize the need for infrastructural improvements: traffic separation, reducing the number of potentially hazardous objects within the road zone, and, equally important, the need to change driver behavior. Excessive speed is a common factor contributing to accidents, which we, as the Police, strive to address through monitoring and speed enforcement. However, we believe that effective educational initiatives can bring measurable improvements in road user awareness and, in turn, lead to meaningful changes in behavior on the road.

Road crashes is a major societal problem worldwide, especially in cities where pedestrians, cyclists and motorcyclists are highly exposed and vulnerable in case of a collision. The new policy of city-wide 30 km/h speed limit is intended to ensure vulnerable road users’ safety accounting for 70% of deaths in road crashes in urban areas in Europe.

Scientists urge continuously for lower speeds; however, speeding remains a model and sought behaviour among most drivers and riders, especially the young. The voices of vulnerable road users for less speeding remain weak towards our long-established car and speed-centred societies.

The National Technical University of Athens (NTUA) launched the innovative and original 30 Marathons in 30 months campaign (www.georgeruns30x30.com), aimed at promoting city-wide 30 km/h speed limit in all cities worldwide, as a key policy for safer, healthier and greener cities for all. The NTUA campaign was implemented by the internationally renowned NTUA Professor George Yannis, who is ranked 2nd in Europe and 9th worldwide in road safety science, and supported by the NTUA Road Safety Observatory (https://www.nrso.ntua.gr), a Centre of Research and Innovation Excellence on road safety with global recognition.

This impactful campaign represents a major shift towards a more human-centred approach to urban planning, where people are at the heart of design decisions.

More and more trucks on our roads means that the potential for dangerous incidents involving trucks is on the rise. Society’s demand for delivered goods has continued to increase. The net effect is a prediction that global freight demand will treble between 2015 and 2050 (ITF, 2019). Heavy trucks are likely to become more and not less important. Currently, heavy trucks comprise only 1.5% of vehicles on Europe's roads, yet they are responsible for almost 15% of all EU road fatalities. Vision Zero cannot be reached without tackling the challenges presented by trucks on our roads. Euro NCAP believes that fleet managers have the greatest opportunity to make changes on the road and to the safety of their fleets because usually their procurement orders are significant.

Euro NCAP’s new Safer Truck programme looks at a heavy vehicle’s ability to prevent, react, and deal with a possible accident, for example, considering the fitment of technologies for occupant monitoring and safety assistance, as well as good vision. Euro NCAP considers diverse types of scenarios in a collision: frontal, lane departure, and low-speed manoeuvring. Euro NCAP also wants to convince businesses of the economic viability of delivering safety to their fleets, which will lower the number of truck accidents whilst lowering the loss and costs for businesses.

The aim of determining fitness to drive is to achieve a balance between minimising any driving-related road safety risks for the individual and the community and maintaining the driver’s lifestyle and employment-related mobility independence. Driving a car is a complex and dynamic task and there is a wide range of conditions that temporarily affect the ability to drive safely like consuming substances or fatigue. Professional drivers are particularly affected by fatigue. The main effect of fatigue is a progressive withdrawal of attention from the road and traffic demands leading to impaired driving performance. The particular practice of professional drivers include working long hours, prolonged night work, working irregular hours, little or poor sleep, and early starting times which in many cases lead to fatigue. Fatigue causes reduced alertness, longer reaction times, memory problems, poorer psychometric coordination, and less efficient information processing. The results of different surveys world-wide show that over 50% of long-haul drivers have at some time almost fallen asleep at the wheel.

Low Awareness and Misuse of Child Restraint Systems (CRS)
Despite legislation requiring child car seats, many children in Romania travel unrestrained or improperly secured. The event highlights the importance of proper CRS selection and installation, using crash simulations and expert demonstrations to correct misconceptions and promote evidence-based practices (e.g., extended rear-facing travel).

High Risk Among Young and Inexperienced Drivers
Adolescents and newly licensed drivers are overrepresented in serious road crashes due to inexperience, distraction (especially smartphone use), alcohol or drug influence, and fatigue. The event uses VR simulations and interactive sessions to show real consequences, helping young drivers internalize the impact of their decisions behind the wheel.

Vulnerable Road Users: Pedestrians and Cyclists
Children and teens are especially vulnerable as pedestrians and cyclists, often due to low visibility, risky crossings, and lack of road safety education. Through distorted-vision simulations (alcohol, cannabis, fatigue), the event raises empathy and awareness about the fragility of vulnerable road users and the need for responsible behaviour from all traffic participants.

Parental Misconceptions and Risk Normalization
Many parents underestimate the consequences of everyday traffic choices—such as holding a child in their lap or disabling safety systems for comfort. Our activities directly engage parents through emotional storytelling, live demonstrations, and one-on-one safety consultations.

Lack of Intersectoral Collaboration in Road Safety Education
Road safety is often treated in silos (e.g., enforcement without education). This event brings together NGOs, emergency services, police, international road safety experts, and civil society in a unified effort to educate, engage, and empower local communities.

Gaps in Road Safety Education in Schools and Public Campaigns
Formal education on road safety is inconsistent and often outdated. Our project develops modern, engaging, and scalable tools (e.g., VR technology, interactive workshops) that can be replicated in schools and youth programs.

According to the data from the European Commission, in 2023 Bulgaria is ranked first in casualties in the Road safety statistics in the EU. In previous years we were second after Romania, which shows that an already bad situation is getting worse.

Over the last 20 years, almost 20,000 people have died and more than 220,000 have been injured, which worsens the demographic problems facing Bulgaria, which ranks first also in the world in terms of population decline!

It is self-evident that road accidents can never be fully eliminated. As normal people and drivers, we accept them as inevitability when they happen due to unforeseeable factors such as infrastructure deficiencies, drivers’ sudden health issue, a person unexpectedly jumping out onto the road, etc.
However, we cannot accept that for decades Bulgarian children and young people have been brutally executed by drivers under the influence of alcohol or drugs, by ones driving over the speed limit and by such driving with blatant disregard for the law and the safety of self and others! Most of them are habitual offenders who have previously committed dozens or even hundreds of traffic violations and even accidents without being sanctioned at all! If they had been held accountable by the law, our children, grandchildren, brothers, sisters and cousins would not have been killed! Even after the road killings, such people often receive either suspended sentences or minimal actual imprisonment and then they continue with their criminal behaviour! These kind of sentences are pronounced for tragic accidents in which between 1 and 6 children and young people are killed!

At RoadMaster VR, we focus on solving some of the most pressing road safety challenges in the logistics and transport sector. One of the key problems we address is the lack of real-world readiness among new and inexperienced truck drivers. Traditional training often falls short in preparing drivers for critical, high-risk scenarios - such as low visibility, sudden obstacles, maneuvering, or poor road conditions - without exposing them to actual danger.

Another major issue is the inconsistency in training quality across companies and regions. Our VR-based platform ensures standardized, repeatable, and high-quality training experiences for all drivers, regardless of location or instructor.

We also tackle the challenge of low engagement and knowledge retention in conventional training methods. VR simulations significantly increase driver involvement, attention, and retention of critical safety procedures by allowing them to actively experience and respond to real-world situations.

Finally, by collecting and analyzing performance data, we identify high-risk behaviors early and provide personalized feedback - helping drivers improve faster and more effectively.

In short, RoadMaster VR enhances driver preparedness, reduces risk on the road, and supports transport companies in building a safer, more efficient workforce.

Video about RoadMaster VR - https://www.youtube.com/watch?v=rEd8uxqYoAs