Making road safety every kid’s favourite subject
Let’s face it, road safety isn’t the most exciting topic, especially when you’re too young to drive. So, when AXA asked us to create a schools-based road safety campaign, we flipped the script.
Backseat Boss is the first schools programme that turns kids into driving instructors. It works because kids like nothing more than taking charge, and when they speak up, grown-ups listen. Backseat Boss is about to roll out across 2000 schools, sparking safety chats and safer roads across the UK.
"From the outset, Saboteur demonstrated a strong commitment to our project goals and timelines, pivoting quickly when the programme needed it. The chemistry between us was excellent, fostering a collaborative environment where we felt comfortable providing feedback and asking questions. Based on our experience, we would have no hesitation in working with Saboteur again for future projects."
AXA, Customer and Propositions Director
