Award for Northern Ireland group’s safety efforts

Business in the Community Northern Ireland (BITCNI) has been recognised for its efforts in raising awareness, engaging communities, and driving behavioural change around road safety and tyre maintenance. BITCNI was successful in the communications category at the 2025 TyreSafe Awards for its ‘Responsible Driving and the Fatal Five’ campaign.

The Responsible Driving and the Fatal Five campaign was launched in 2024 and made possible by funding from The Road Safety Trust. It has been developed and delivered in partnership with the Police Service of Northern Ireland and U105. The campaign includes a digital platform designed for employers to educate and support employees who drive – whether for work or commuting. It highlights the key fatal behaviours known as the Fatal Five.

Intending to reduce road deaths in Northern Ireland, the campaign seeks to engage 300 people from 30 different companies between autumn 2024 and mid-2026. It complements existing road safety efforts by other partners, including law enforcement, government agencies, and the third sector.