This idea started with my nana.

Like a lot of drivers, she became a little slower over time, more cautious at intersections...she was in no rush. She was still capable, still independent, and driving was important for her.

What always stuck with me is the thought that she might have been rushed, honked at, or made to feel unsafe. I hate the idea that someone like her or anyone’s nana, parent, or grandparent could be made to feel uncomfortable just for taking their time.

Last year my father got abused on the roads as another driver took issue with how slow he was driving while he was looking for an address. This moment kicked me into gear.

We have launched the 'S Sticker' Initiative which is a simple, visual and voluntary tool to encourage respect over road rage.

I truely believe if we humanise who is driving the car then we can create safer roads for all.

If it helps people feel more confident behind the wheel, or reminds another driver to slow down and show courtesy, then it’s doing what it was made for.

Boyd Steel

The ‘S” Sticker creator.

Shipping throughout New Zealand and Australia.