Glass repair and replacement expert Autoglass is calling on the Government to introduce formal standards for windscreen repair and for a watchdog to push for higher standards to protect motorists.
It is also lobbying the Health and Safety Executive to implement a recognised register of windscreen fitting technicians.
A cornerstone of the campaign will be the help of fleet managers in raising awareness among Britain's three million company car drivers.
Autoglass managing director Ian Carlisle said: 'Most people take their windscreen for granted and are unaware that it is actually a safety feature, just like anti-lock brakes, airbags, seat-belts and side-impact bars.
'Fleet drivers are three times more likely to have their windscreen replaced than other drivers.
'Fleet managers have a key part to play in helping to raise standards within the industry by supporting this initiative.'