A mobile app-based rewards scheme – which attempts to use gamification and ‘smart behavioural science’ to improve the mindset and performance of drivers – is coming to the UK in 2024.
The Safe Roads Challenge app will geo-map the entire UK with digital ‘Pyns’ that automatically trigger rewards for compliant driving.
Drivers can then exchange XP collected through the app for offers with a host of brands including Amazon, Nando’s, Asda and Spotify.
The aim is to improve driving standards and reduce road casualties – with the data collected used to ‘drive real change’ via proactive risk reduction, ongoing driver coaching and motor insurance benefits.
The Safe Roads Challenge was created by Canadian driver-tech entrepreneur, Bill Bland.
It has been operating in 45 states across North America since 2020. A recent study, which analysed 75,000 hours of driving, showed the app led to a 27% reduction in ‘risk events’ and up to a 14% reduction in fuel usage.
Mr Bland said: “Our experience in North America shows that the ‘carrot’ really is better than the ‘stick’ when it comes to inspiring safer driving.
“Our rewards-based model differs fundamentally from traditional approaches, which tend to penalise drivers. The Safe Roads Challenge app inspires better standards of driving and improved road safety through gamification and rewarding behaviour change for drivers.
“Our work to date has demonstrated this is an amazing opportunity to significantly reduce the number and severity of road traffic collisions in the UK and their tragic human consequences.
“We intend to inspire a new culture of positivity around being a safer driver and help set new standards in road use. Join us in our mission to make the UK’s roads safer – one journey and one app download at a time!”
Creators of the app are looking to hear from road safety organisations and local councils ahead of the UK launch.
Contact details can be found via the app website.
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