Why driver awareness matters
Every time you get behind the wheel of a car, van, or truck, lives are at stake—including your own. And that choice carries a lot of responsibility.
In Ireland alone, more than 184 lives were lost on the road in 2023, a 19% increase year-on-year and the highest total in nearly a decade. Many of these collisions happen during daily commutes or work-related travel, showing how everyday journeys can carry serious risk.
Globally, over a quarter of all collisions occur on similar journeys, highlighting that safe driving is a universal priority.
The three leading causes—speeding, distraction, and aggression— may be common, but they are entirely preventable.
The ripple effect of unsafe driving
A crash is never just an isolated event. It sends shockwaves through everyone involved—and their families. Injuries, and often far worse, can change lives in an instant. Families are left shaken, while businesses lose time and productivity.
All of this fuels stress and anxiety that ripple through communities long after the moment has passed.
The 2024 figures make this impact clear:
- Ireland: 174+ road deaths (10% above the decade average) and over 1,740 serious injuries—about 10 injuries per fatality.
- UK: 1,645+ fatalities and 25,845+ serious injuries, with nearly a third connected to commuting or work.
- USA: 39,345 fatalities and approximately 2.2 million serious injuries, with many linked to daily commuting and work-related travel.
These aren’t just numbers—they represent loved ones, employees, colleagues and entire communities living with the consequences.
Introducing ZERO: prevention at its core
Traditional telematics and reporting tools often react after an incident. ZERO takes a different approach—it’s built on prevention. There’s no direct action imposed on drivers while they’re behind the wheel; instead, it helps them anticipate and avoid potential accidents through awareness.
This easy to use mobile app turns each commute into a learning experience. No hardware, no complex setup – just a smarter, safer journey every time.
Core features include:
- Personal driver scoring – ZERO gives each trip a score out of 100 based on factors like speeding, acceleration, and braking. This creates a clear baseline, letting you track progress and see your driving improve over time.
- Instant feedback – Get alerts for risky behaviours such as speeding or harsh braking. Gentle, actionable prompts help you to correct your bad driving habits.
- Behaviour-based risk detection – ZERO looks beyond single events to spot long-term patterns. Frequent harsh braking or aggressive acceleration? ZERO flags these trends early, helping you tackle the root causes of risk before they lead to an incident.
- Personal behavioural impact – Safety is just the beginning. ZERO shows how smoother driving habits reduce fuel costs and lower your carbon footprint, making safer driving not only responsible but also economical and environmentally friendly.
- Journey logging – Every trip is automatically recorded, capturing time, location and distance. This creates a verifiable record that can support insurance claims or resolve disputes. And the data is shared only with your explicit consent.
ZERO empowers individual drivers—and extends safety to families, colleagues, and communities.
Building better habits through gamification
Safety doesn’t have to be boring. ZERO uses gamification—personal scoring, leaderboards, and friendly competition—to make learning engaging and motivating.
By rewarding progress instead of punishing mistakes, it helps drivers build lasting habits, stay recognised and empowered, and supports organisations in creating stronger, safer driving cultures.
Driving towards Vision Zero
ZERO supports the wider Vision Zero mission: eliminating road deaths and serious injuries by 2050. Changing infrastructure alone won’t get us there—shaping driver behaviour at scale will.
By influencing mindsets, daily choices, and driving habits, ZERO helps make every journey safer—not just for the driver, but for everyone who shares the road.
Safer driver campaigns: turning awareness into action
Alongside the app, the safer driver campaigns spotlight key road safety statistics to remind us that safe driving is more than compliance—it’s culture.
By turning awareness into everyday action, these campaigns extend ZERO’s impact, making safer driving accessible, simple, and achievable one trip at a time.
Drive awareness. Prevent accidents. Choose ZERO.
Driving safely starts with you. Awareness today can prevent tragedy tomorrow—because accidents are not inevitable; they are preventable.
But awareness alone isn’t enough. ZERO transforms daily driving by providing real-time insights, behaviour tracking, and actionable feedback.
When combined with the safer driver campaigns, this approach turns awareness into measurable improvements, helping shift road safety from reactive responses to proactive prevention.
Let’s choose safer driving.
Let’s support ZERO.
Let’s commit to Vision Zero—one trip, one habit, one life at a time.
