A new campaign from Maxi-Cosi highlighted Road Safety Week last week (21 - 27 November 2017), encouraging Britons to #DriveLikeAParent.

The campaign was developed following research which reveals that parents drive more safely after having a child, leading safety experts at Maxi-Cosi to encourage all Britons to ‘drive like a parent’ when they get behind the steering wheel.

Of 1,000 parents surveyed, most admitted to significant improvements in their driving with a baby on board. A third (36%) follow safety precautions more closely, almost half (45%) pay more attention to other vehicles and more than a third (34%) are more aware of road signs.

To put this to the test, Maxi-Cos conducted a social experiment with the British School of Motoring, pitting non-parents and parents against each other. The experiment backed up the research, with the parents more aware of the road and watching their speed.

"The parents that took part in this social experiment described the ability to consciously shift their focus from what was happening in the car to really concentrate on their driving," said family psychologist Dr Rachel Andrew, who oversaw the experiment. "This makes them pay more attention to their surroundings and stops them from going onto auto-pilot. If everyone thought like this, the roads would be a much safer place.”

As part of Road Safety Week, Maxi-Cosi shared a number of top tips on how to ‘drive like a parent’, utlilising key parenting skills such as forward planning to make everyday journeys less dangerous for all road users.

“It’s interesting to see the differences between parent drivers and non-parent drivers and how those results were reflected in our research," said Andrew Ratcliffe, Maxi-Cosi UK managing director. "As a parent myself, I know the importance behind car safety, your little one’s life is literally in your hands. Non-parents can really learn from the habits parents develop and should treat every journey as if there is a precious cargo on board.”

For more information and to view the social experiment video, please visit