Every month, one lucky winner of NOK 100,000 is drawn through Safedrive Reward. Now, the winner also has the opportunity to donate an additional NOK 100,000 to socially beneficial causes through the Tryggve Fund.
Norwegian road safety work has for decades been built on two pillars: training and sanctions. With Safedrive Reward, we get a third pillar in road safety work – rewards.
Knut Ove Børseth, head of sustainability and society at Safedrive and former district manager at Trygg Trafikk, is concerned with how rewards can strengthen traffic safety.
Knut Ove Børseth, Head of Sustainability and Society at Safedrive, has many years of experience as a district manager for Trygg Trafikk. Through this work, he has seen how training and attitude-building work can yield results, but also where there are challenges that neither courses nor sanctions can solve.
– My experience is that we need to combine different instruments. With Safedrive Reward, we can motivate drivers to drive safer through positive incentives, says Børseth.
When good choices are rewarded, they become a habit. Road safety work can be built on the three pillars of training, sanctions and rewards.
Safedrive Reward was launched in the fall of 2024. Over 40,000 drivers are already participating in the program, which records driving patterns and rewards those who follow speed limits. Drivers who drive safely collect points and participate in cash prize draws.
– We want to turn the mindset around speed upside down. Rather than believing in the stick, we believe more in the carrot creating lasting change, says founder and CEO Magnus Wester.
At Safedrive, we believe that training, sanctions and rewards complement each other in the work towards safer traffic:
Training – Organizations and professional communities build knowledge and attitudes through prevention and education.
Sanctions – Authorities set limits and follow up on risky behavior in traffic.
Reward – Safedrive rewards safe and desired behavior behind the wheel.
– The zero vision cannot be achieved with just training or just punishment. With rewards as the third pillar, we can help change driving patterns over time – and make safe driving attractive, says Børseth.
Over 40,000 Norwegian drivers participate in Safedrive Reward. Here, you are motivated to drive safely, and at the same time you participate in weekly, monthly and annual prize draws – as long as you stick to the speed limits.
– Through the reward program, we want to be a supplement to the good work done by UP and Trygg Trafikk. Together we can reach even more road user groups and contribute to lasting change, he explains.
To help create change for those who may not be able to get to the green for a week, the device in the car provides continuous feedback on whether the speed is correct. Through the data we collect, we will be able to tell the driver specifically where they should be extra careful - for example, they may be breaking the speed limit more often in 80 zones than otherwise. We call this a driving profile, which the user will be able to check at any time on My Page.
On "My Page", users can easily keep track of how they are doing in Safedrive Reward.
“We have never experienced such great engagement from our customers before. When road safety becomes concrete, measurable and rewarded, we see drivers changing their behavior,” points out Wester.
– Safedrive Reward is more than a competition. It is a new tool in road safety work, and a contribution to making the zero vision achievable, emphasizes Børseth.
