UK telematics pioneer pledges support for #ProjectEDWARD, as it estimates over 700 road accidents have been prevented through its own speed reduction programme

In line with its mission is to make the roads safer, the UK’s pioneer of telematics insurance, insurethebox is keen to endorse the messages of Project EDWARD[1] (European Day Without A Road Death), which this year falls today (26 September).

The initiative was introduced by TISPOL (The European Traffic Police Network[2]) as a European awareness project that aims to deliver a day with zero fatalities on roads across Europe. Last year the UK participated in the event with 30 other European countries, which saw the number of daily fatalities on Europe’s roads fall from 70 to 50, and 17 countries reporting a fatality-free day[3].

Simon Rewell, Road Safety Manager, insurethebox commented: “In 2018 around 5 people each day were killed on the UK’s roads[4] – that is 5 people too many. At insurethebox we believe Project EDWARD clearly demonstrates the importance of influencing driver behaviour to reduce the incidence of road deaths.  Indeed our own innovative communications strategies – reaching persistent speeders – illustrate the direct positive impact of this approach.”

insurethebox’s innovative anti-speeding communications programme has shown proactive communication with motorists who demonstrate high risk behaviours has a powerful affect. Over the past 3 years the UK pioneer of telematics has seen some 80,000 drivers reduce their speed by 21%, resulting in a 6% reduction in accident frequency[5]. As a result, it estimates some 700 accidents have been prevented and 22 serious injuries avoided in this time[6].

“We strongly encourage drivers to get involved with Project EDWARD by signing the Project EDWARD road safety pledge[7], and spread the message of safe driving on their social media by using #ProjectEdward”, concluded Simon Rewell.  “Let’s all work towards making 26 September a fatality-free day on our roads.”



Media enquiries to:
Parm Heer/Nikki Weaver/Wendy Harrison
Tel: 0208 977 9132


Notes to Editors


Insure The Box Limited launched in June 2010 with its first product, insurethebox, and now holds over 4.5 billion miles of driving data and associated claims. As well as insurethebox and drive like a girl (another Insure The Box brand) it also administers other telematics offerings. Insurethebox is owned by Aioi Nissay Dowa Europe Limited, part of the major Japanese insurance group MS&D Holdings, Inc. The group is taking a leading role in the development of technologies that will change the face of motor insurance and the way we view the car.



[3] What we achieved in 2018

[4] 1,782 reported road deaths in 2018

[5] Analysis of 80,000 customers in the communication programme between April 2016 – July 2019 in comparison to customers outside the programme within the same time frame. Unless stated otherwise “speeding” is defined as speed limit +30%, counted as speeding instances per mile where an instance is captured every 5 seconds

[6] Prevented accidents calculated based on the decreased speeding frequency of the 80,000 customers in the programme and DfT road accident data.

[7] My road safety pledge