#United States #Arlington #road safety #Smith System #Japan Tobacco International

JTI's Commitment to Road Safety Recognized with Prestigious Award

Japan Tobacco International (JTI) has recently been awarded the prestigious Road Safety Award for International Fleet at the 2025 Network of Employers for Traffic Safety (NETS) Conference in Arlington, Texas. This recognition is a testament to JTI’s unwavering commitment to fostering a global culture of safe, responsible, and sustainable driving.

The accolade highlights JTI’s success in implementing the Smith System 5Keys Engage App — a groundbreaking program designed to transform the driving habits of JTI’s more than 3,600 drivers spread across 21 countries. This initiative has led to measurable changes in the approach towards road safety, making it not only a corporate requirement but also a cultural shift within the organization.

The Role of the 5Keys Engage Program

Launched in May 2023, the 5Keys Engage App serves as a cornerstone of JTI’s fleet safety strategy. The app is designed to be accessible and scalable, necessitating no hardware installations while offering real-time analytics on five essential safety pillars: risk, speeding, distraction, fatigue, and eco-driving. What sets this program apart is its gamified features—comprising leaderboards, challenges, and rewards—that have resulted in increased driver engagement along with consistent improvement in driving behavior. In Bangladesh, for instance, where road conditions can be perilous, the program has achieved top-tier driving scores, contributing to significant decreases in speeding and incidents tied to driver fatigue.

Beyond Compliance: Cultivating a Safety Culture

The initiative encapsulates more than just compliance; it aims to instill a safety culture deeply rooted in JTI's global framework. Several key elements underpin its success:

• - Executive Leadership Commitment: The support from senior management ensures that safety is prioritized throughout all operational levels.
• - Driver Empowerment: The program promotes trust and transparency, equipped with privacy controls allowing drivers to opt out for personal trips.
• - Integrated Learning: The app features tailored training modules delivered in real time, addressing the unique driving behaviors of users.
• - Scalability and Flexibility: While establishing a global standard, regional teams can modify templates for vehicle checks, compliance tracking, and risk reporting to align with local contexts.

Alexander Zhuravlev, JTI’s Global Director of Health and Safety, states, “The Engage App has empowered us to harmonize fleet safety across various regions while honoring local cultures.” He emphasizes that this program not only enhances safety but also humanizes the driving experience through digital transformation.

Derek Dunaway, CEO of Smith System, praised the initiative as an embodiment of leadership and technological innovation, asserting that it significantly contributes to saving lives on the roads.

Conclusion

By harmonizing technology with a human-centered approach, JTI sets a remarkable precedent in the corporate commitment to road safety. The recognition from the NETS Road Safety Award underscores the effective blend of leadership, innovation, and tangible outcomes that can redefine safety standards globally.