Business champions constitute the central element of the Driving for Better Business campaign. They are those firms that are prepared to step forward to champion good practice in work related road safety by taking a business message to business.

Business champions, drawn from public, private and voluntary sectors, both company directors and fleet decision-makers, will work through various networks and associations to deliver awareness to their fellow businessmen. The target audience is those businesses operating company car and van fleets, as well as those who rely on staff to use their own vehicles on work-related journeys.