Every major insurance company in the country is being pursued to participate in an "I Promise" program designed to make both teens and their parents safer drivers.

It is being put forward by founder Gary Direnfeld and his partner, director of insurer relations Jan Lowther, former long-time publisher of Canadian Underwriter.

Under it, parents and new teen drivers sign a mutual contract to behave themselves behind the wheel.

It includes a "how’s my driving" decal for their cars. Should the 1-800 number ever be called, a letter is sent to the parents.

Mr. Direnfeld got the idea when he was almost run off the road one day last May by an aggressive, young Camaro driver. He looked up to see a "how’s my driving?" sticker with a 1-800 number on the back of a transport truck. He put two and two together.

"I thought wouldn’t that be great for the teenage driver," he said.

The program, he believes, can help insurers save money on claims and that its success depends on the marketing power of the auto insurance industry. Under it, companies invite policyholders with new drivers to sign on.

Dominion is the first company to endorse the program.

More information: www.papyrusgraphix.com/ipp.