This paper outlines a new approach to reducing the three main traffic safety problems in Japan: speed limit violation, drink-driving, and failure to stop temporarily at junctions. The approach first aims to eliminate `problematic behaviour' on the road, in order to remove road accidents. It also advocates training drivers for desirable driving behaviours vital for safety. Secondly, it aims to measure the effects of actions and campaigns on improving behaviour and reducing accidents. Thirdly, it expects eventually to develop effective traffic safety campaigns and education on the basis of scientifically verified data. The paper reports the effects of high-quality driving on improving the attitudes of drivers and reducing accidents. The hypothesis tested was that if drivers observed professional drivers making a `temporal stop' at any junction without priority and/or with poor visibility, they would be helped to perceive their surroundings accurately and thus reduce accidents. Tests were conducted on drivers from ten transport companies, who were trained by professionals and given questionnaires. After six months, several desirable changes of attitude were found among over half the drivers.
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