A new business-led road safety initiative has been launched, aiming to encourage fleets to use a set of on-vehicle stickers to encourage other motorists to drive more carefully.

Known as Project Pictogram, the scheme aims to reduce the number of drivers committing ‘the fatal four plus one’: Inappropriate speed, using a mobile phone while driving, not wearing a seatbelt, drink/drug driving and not maintaining a safe braking distance.

The campaign is supported by a number of road safety organisations including the Department for Transport’s Think! campaign, Road Safety GB, the Institute of Advanced Motorists and the Association of British Insurers.

Project Pictogram has been adopted by a number of fleets including Argos, Colas, Green Flag and Homebase.

Guidelines and stickers are available for free from www.hantsfire.gov.uk/project-pictogram with the campaign’s directors saying it costs around £2.50 per vehicle to print the set of five stickers.

“The backs of vehicles are well-known advertising locations; by taking a small part of that space for road safety pictograms, we can create brand awareness to influence behaviour,” said Project Pictogram creator, Phil Palfrey.

“Driving is a herd activity; as Project Pictogram positively influences large sections of the herd around these key risk-reducing driver behaviour habits, the wider group is likely to conform to the new safer practices being displayed. Safer, freer flowing roads deliver business profit protection.”