Hardware store Gorhams is to be the title sponsor of The Royal Gazettes Drive for Change road safety campaign.
Kirk Kitson, deputy chairman of Gorhams board, explained: I think the campaign is really important because the driving culture on the roads has taken a turn for the worse.
We need to change the culture. We have reached the stage where we have to address it we cannot go on like this. Gorhams wanted to become the lead sponsor for Drive for Change and we are excited about it.
The Gorhams management team has pledged to support the campaign in the next five months and use its customer base to help spread the road safety message.
A spokeswoman for the campaign said: Its great to see Gorhams taking a lead role in the movement towards improving the standards of riding and driving in Bermuda.
We have achieved a great deal since we launched three months ago Gorhams support will help us to go further and help the campaign to reach its full potential.