Will Murray, trustee for road safety charity Brake, is to cycle from London to Paris to raise funds for the charity.
Murray, research director at Interactive Driving Systems, for many years led projects on road safety at the University of Huddersfield, and has been a supporter of Brake since attending the charity's launch event at the Houses of Parliament in 1995.
He has worked closely with the charity for over 20 years, as a member, trustee and on a range of industry shaping projects covering topics such as road safety benchmarking, collision data analysis, safe vehicle reversing, leadership, communications, as well as the relationship between corporate and community road safety.
Brake works with road crash victims through a helpline and support literature, as well as running campaigns for safer streets, engaging communities, schools and corporate organisations in road safety awareness.
Ed Dubens, CEO at Interactive Driving Systems said: "As a business, we believe passionately about Brake's excellent work on road safety communications, advocacy and victim support. Having actively worked with the charity over the last 20 years, we decided now would be a great opportunity to take this a step further by not only helping to raise much needed funds but also focusing attention on the benefits of the bicycle for both road safety and sustainable mobility."
Lisa Kendall, Brake's community fundraising manager, added: "We greatly appreciate the support from Interactive Driving Systems and all our fundraisers. We wouldn't be able to continue our life-saving work without their help. This is a significant challenge for Will - he'll be cycling for four days, travelling 400 miles, to support our cause.
"Every penny raised will be put towards our work supporting families whose lives have been devastated by a road crash, and campaigning for safer roads. There are many cycling and running events organised across the UK and we are really keen to hear from people who would like to take part in an event as a fundraiser for Brake."
To sponsor Will, please visit www.justgiving.com/drwillmurray or text MURR97 and your amount in £ to 70070.