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Devitt Insurance Services and Ford announced as headline sponsors of UK Road Safety Week 2018

News from Brake
Wednesday 12 September 2018
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Devitt Insurance Services and Ford have partnered with road safety charity Brake to sponsor UK Road Safety Week 2018.

The national campaign will take place from 19 to 25 November 2018 and will involve thousands of campaigners, community groups, road safety professionals, companies and schools. This year’s theme of Bike Smart will focus on the safety of those on two wheels.

Motorbike insurance specialist Devitt Insurance has been promoting rider safety for nearly a century and will help Brake raise awareness about the importance of protecting motorcyclists, who make up the largest proportion (25%) of road crash admissions to trauma centres [1].

This year Ford launched its Share The Road campaign, designed to improve road safety for everyone, but with a particular emphasis on cyclists. The car manufacturer will help Brake focus attention on what all road users can do to prevent cyclist deaths and injuries.

The number of cyclists in the UK is increasing at a rapid pace; however, those on two wheels are among the most vulnerable UK road users.

  • More than a third of people killed or seriously injured on our roads are those travelling by bicycle or motorcycle [2].
  • More than 100 bike riders are injured every day in needless, preventable crashes [3].

Brake’s week-long campaign, coordinated with the support of the Department for Transport, will raise awareness about the importance of protecting those on two wheels, by calling for:

  • cyclists and motorcyclists to be Bike Smart with safe riding behaviours, appropriate training, clothing and equipment;
  • drivers to be Bike Smart by looking out for those on two wheels, driving safely and utilising the latest life-saving technologies in their vehicles; and
  • policy-makers to be Bike Smart by taking a safe systems approach and designing segregated spaces for cyclists.

Road Safety Week is supported every year by the actions of thousands of organisations and individuals, from fleet managers and emergency services professionals, to community groups and schoolchildren of all ages. Registration is now open and all those taking part will receive a free action pack of resources to help them run their activities, produced by Brake. To register, visit

Joshua Harris, director of campaigns for Brake, the road safety charity, said: “Road Safety Week provides a unique opportunity to focus the public and policy-makers’ attention on saving lives on our roads. We’re pleased to welcome Devitt Insurance Services and Ford as headline sponsors for this large national campaign – the biggest of its kind. With their help we can raise awareness about the need to protect those on two wheels by ensuring we’re all Bike Smart. I would encourage anyone who wants to help make our roads safer to register now for free resources, so together we can make a big noise in the name of road safety.”

Tom Warsop, head of marketing for Devitt Insurance Services, said: “We’re proud to headline sponsor Road Safety Week 2018 and help to promote road safety for the UK’s motorcyclists. Motorcycles make up just 1% of the miles travelled on our roads but riders sadly represent the largest proportion of road crash victims. We’re working with Brake to give riders a more powerful voice and ensure we do everything we can to keep our rider community safe.”

Andy Barratt, chairman and managing director for Ford of Britain, said: “We must recognise that more work can be done to make the country’s roads a safer place, especially for statistically vulnerable road users such as cyclists. We are proud to sponsor Brake’s Road Safety Week, which shares common synergies with our Share The Road campaign. Together we can make roads safer for all users.” 


Notes to Editors:

[1] Road collisions responsible for 1 in 5 trauma admissions to hospitals, Trauma Audit Research Network, 2017
[2] Reported road casualties Great Britain: 2016, Department for Transport, 2017
[3] Reported road casualties Great Britain: 2016, Department for Transport, 2017

About Brake

Brake is a national road safety and sustainable transport charity, founded in 1995, that exists to stop the needless deaths, serious injuries and pollution occurring on our roads every day. We work to make streets and communities safer for everyone, and care for families bereaved and injured in road crashes. Brake's vision is a world where there are zero road deaths and injuries, and people can get around in ways that are safe, sustainable, healthy and fair. We do this by pushing for legislative change through national campaignscommunity education, services for road safety professionals and employers, and by coordinating the UK's flagship road safety event every November, Road Safety Week. Brake is a national, government-funded provider of support to families and individuals devastated by road death and serious injury, including through a helpline and support packs.

Follow Brake on TwitterFacebook, or The Brake Blog.

Road crashes are not accidents; they are devastating and preventable events, not chance mishaps. Calling them accidents undermines work to make roads safer, and can cause insult to families whose lives have been torn apart by needless casualties.

Road Safety Week

Road Safety Week is the UK’s flagship event to promote safer road use, coordinated annually by the charity Brake and involving thousands of schools, communities and organisations across the country. Road Safety Week 2018 takes place 19–25 November, with support from the Department for Transport.

About Devitt Insurance Services

Established in 1936, Devitt Insurance Services has been in operation for more than 80 years. Working with a panel of the UK’s leading insurers they look after the interests of more than 115,000 customers. Devitt provides insurance services for cars, homes, vans, businesses, motor trade and training schools, with motorcycle insurance being the company’s speciality.

About Ford

Ford of Europe is responsible for producing, selling and servicing Ford brand vehicles in 50 individual markets and employs approximately 54,000 employees at its wholly owned facilities and approximately 69,000 people when joint ventures and unconsolidated businesses are included. In addition to Ford Motor Credit Company, Ford Europe operations include Ford Customer Service Division and 24 manufacturing facilities (16 wholly owned or consolidated joint venture facilities and eight unconsolidated joint venture facilities). The first Ford cars were shipped to Europe in 1903 – the same year Ford Motor Company was founded. European production started in 1911.

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