ABOUT

Let’s face it, road safety isn’t the most exciting subject, 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 love taking charge, and when they speak up, grown-ups listen.

At its heart are four simple rules that spell BOSS: Buckle up. Off your phone. Steer with both hands. Stop at the red light. Children learn them in the classroom through call-and-repeat, “Boss Bingo” and role-play. They leave as proud “Backseat Bosses”, sporting certificates, stickers and take-home packs that carry the rules from class to car.

Alongside designing the concept, classroom activities and teaching materials, we also created “Max”, the bean-like character who fronts the programme. He’s fun enough to engage with all pupils, but his pared-back design also echoes the PECS cards used in schools with children who face communication challenges. That means every pupil, in every classroom, can learn the same scheme.

The pilot results spoke for themselves. David, a head teacher, said: “The children had a fantastic afternoon… the acronym BOSS remains fresh in their minds.” Carly, a KS1 teacher, called it “a brilliantly catchy and empowering concept.” And pupils loved it too. Grayson said: “I am excited to be a backseat BOSS at home.” Priya-Rose added: “I felt happy because I can now tell my mum what to do!” That’s the spirit, Priya-Rose!

In 2025, Backseat Boss began its roll-out across 2000 schools, sparking safety chats and safer roads across the UK.