A Decade of Saving Lives: How One Police Officer’s Vision Transformed Road Safety

The devastating reality of the road claimed too many innocent lives. Then came a breakthrough that would change everything.

For years, the emergency sirens echoed through London’s streets as Metropolitan Police Sergeant James Dawes raced to yet another scene of carnage. The aftermath was always the same: twisted metal, shattered lives, and the haunting knowledge that another vulnerable road user had lost their battle with a heavy goods vehicle.

In 2014, haunted by countless tragedies he’d witnessed first-hand, Dawes made a life- altering decision. He founded Dawes Highway Safety with one uncompromising mission: to prevent the preventable deaths that plagued Britain’s roads.

When Innovation Meets Desperation

The statistics were brutal. Cyclists, pedestrians, and other vulnerable road users were being crushed in the blind spots of lorries at an alarming rate. Traditional side guards were failing catastrophically, offering little more than false security in the face of devastating impact.

Dawes knew that half-measures would cost lives. His relentless research led to a revolutionary breakthrough: the PeoplePanel® – the UK’s first commercially available, impact-tested enhanced flat panel safety system meeting rigorous ISO9001 and CE standards. This wasn’t just another product launch; it was a potential lifeline for thousands of road users.

A Partnership Forged in Purpose

Recognising the life-saving potential immediately, TVS Interfleet stepped forward through their Wilcox and McPhee brands. This wasn’t merely a business arrangement – it was a commitment to replacing the inadequate open-rail side guards that had failed to protect vulnerable lives for far too long.

The response was extraordinary. National fleets didn’t just adopt the technology; they embraced it as essential safety equipment. The insurance industry took notice, formally recognising PeoplePanel® systems for their proven ability to reduce risk, protect people from unnecessary harm, and mitigate catastrophic injuries.

The Science of Survival

Groundbreaking research by TRL revealed a startling truth: enhanced lateral side protection doesn’t just create a physical barrier – it fundamentally changes human behaviour around dangerous vehicles. The bright, conspicuous PeoplePanel® serves as a visual warning system, compelling cyclists to maintain safer distances and alerting pedestrians to potentially fatal danger zones.

The psychological impact is profound. Site operatives become hyper-aware of the “kill zone” beside large vehicles. Cyclists instinctively create wider safety margins. Pedestrians recognise the threat and adjust their behaviour accordingly. Lives are being saved not just by impact protection, but by accident prevention.

A Testament to British Determination

“TVS group were one of the first UK bodybuilders I worked with when Dawes Highway launched the PeoplePanel® product onto the UK market,” reflects James Dawes MBE, the former sergeant turned safety pioneer. “It was clear from the outset that their market leading vehicle builds come from a company who are forward thinking and keen to work with the best in the industry.”

The partnership has proven transformational. Meeting TVS’s exacting standards elevated Dawes Highway Safety’s own quality benchmarks, creating a virtuous cycle of excellence.
Together, they’ve deployed thousands of life-saving panels across the UK market – from individual owner-drivers to massive national fleets.

“In true British fashion we have continued to support each other and together provided thousands of panels into the UK market on vehicles operated by owner drivers right through to national fleets,” Dawes continues. “I am in no doubt that this partnership has contributed to safer roads and reduced risk across countless miles.”

The Stakes Couldn’t Be Higher

Every PeoplePanel® installed represents more than revenue or partnership metrics – it represents families who won’t receive that devastating phone call, children who will make it home from school, and communities that won’t lose vital members to preventable tragedy.

As Dawes reflects on a decade of collaboration with TVS Interfleet: “I am grateful to everyone at TVS for their ongoing support and custom.” But gratitude barely captures the magnitude of what this partnership has achieved.

Ten years. Thousands of panels. Countless lives protected.

In a world where road safety often takes a backseat to profit margins, this partnership stands as proof that British innovation, determination, and collaboration can triumph over tragedy – one protected mile at a time.