Big Tick Award


Out of hundreds of entries, Adelaide was honoured in the UK’s leading awards for their road safety programmes.

Adelaide is among a small group of businesses to receive Business in the Community’s (BITC) coveted National Big Tick for their “motorcycling and young driver road safety initiative programmes” entered into the category: Building Stronger Communities.

Judged by business, there are 14 national award categories open to all sizes of business and they are free to enter. Categories span environmental, community, workplace and marketplace programmes (For a full list see notes to editors below).

The awards celebrate companies who are delivering successful responsible business programmes at local, national and international levels that are making a positive impact on the community, the environment or wider society.

“Adelaide Insurance Services was presented with a Big Tick award at the BITC Awards for Excellence event, held at the Belfast Waterfront Hall, 9 June. Sam Geddis, Director of Adelaide (centre) seen here receiving this award from Paul Rooney, Chair, BITC (right) and Liam Molloy, Jaguar Land Rover (left) who sponsored the award category: Building Stronger Communities”

The best of the National Big Tick winners will go forward to judging panels to identify an overall Example of Excellence award in each category.

The overall winners will be announced in London at the Awards for Excellence Gala Event on 5 July 2011.

“We are delighted to receive the Big Tick in this our 20th year! We have always taken a sustained approach to corporate responsibility and integrated it into our business strategy. For us, it has paid off with customers, stakeholders and our employees. We know that we cannot build a successful sustainable business without constantly showing our commitment to being a better business.” Sam Geddis, Director of Adelaide Insurance Services.

What Adelaide’s done to achieve this award:

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  • In 2002, many of the 19 motorcyclists killed on Northern Ireland roads were customers of Adelaide. This shocking statistic made them realise they had to get involved in a road safety initiative to help reduce death and serious injury for their customers and for the wider motorcycling community. They’ve since been working with the police in Northern Ireland by supporting their BikeSafe programme and offer bikers who successfully complete this riding assessment, a further discount on their motorcycle insurance.*
  • More recently they formed the “Adelaide Advanced Motorcyclists” group which is enabling them to get BikeSafe candidates to advanced riding standard.
  • Sam Geddis’s personal experience and parental concern for his daughter’s safety when she was learning to drive motivated Adelaide to develop a young car driver’s programme called Roadwise** in 2003 in partnership with the IAM (Institute of Advanced Motorists) to educate and incentivise young drivers to take a driving test that could reduce the cost of their insurance.

*When arranged via Adelaide Insurance Services. Subject to insurers’ normal acceptance criteria and minimum premium

**For 17-24 year old car drivers. To ensure the future development of Roadwise across the UK, all rights and administration of courses were taken over by the IAM.

Why Adelaide received a “Big Tick” award:

  • 3,000 motorcyclists have gone through BikeSafe and 700 young drivers have participated in Roadwise in Northern Ireland.
  • Through the relationship with the IAM, Adelaide was appointed the IAM’s official insurance provider for car, home and motorcycle which has helped grow Adelaide’s business and as a consequence increased Adelaide’s number of employees.
  • Safer drivers and riders on our roads also helps to keep the cost of insurance down.
  • Adelaide provides ongoing financial support to road safety projects and organisations.
  • The average cost of a death on the road is £1.8 million in Northern Ireland. Adelaide’s initiatives have certainly played some part in reducing road deaths and serious injuries by 2010 to their lowest levels in many years.

Visit the Adelaide Insurance Services website –


Awards for Excellence

Business in the Community’s Awards for Excellence identifies and celebrates companies having a positive impact on the community, environment, marketplace and workplace.

The Big Tick winners demonstrate significant impact and high quality management of their responsible business practices and can show a positive impact both on society and on the business. Now in their 14th year, they are the UK’s leading awards for responsible business practice. BITC received over 370 entries for the national Awards for Excellence.

Business in the Community stands for responsible business.

This is a business-led charity with a growing membership of 850 companies, from large multinational household names to small local businesses and public sector organisations.

BITC advise, support and challenge their members to create a sustainable future for society and to improve business performance.

Their members work with BITC to define what responsibility looks like in the workplace, marketplace, community and the environment – and BITC share what they learn about driving performance through responsible business practice.

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