This chapter addresses the crucial role of incentive principles in insurance systems to implement sustainable road safety through responsible behaviour in driving. It begins with an eye-opening recap of a very troubling road traffic accident that provided clear-cut cause and effect evidence for driver error to underscore the widespread detriment emanating from this source, before highlighting concerns about careless prevention efforts across many countries which only risk capturing later stages of risky behaviour, the long past measures have proven realistic in creating substantial scale interchanges to a life-saving system. It then looks at a variety of road safety marketing campaigns from an environmental sustainability perspective. These include reductions for safe driving behaviour, creative usage-based insurance (UBI) models utilizing data from telematics devices, long-term driver education initiatives like Good Driver Discount programs and low-mileage discounts as well local accident forgiveness plans (typically once-per-lifetime), loyalty incentives tied to good customer outcomes in addition to community-led campaigns. The chapter examines all these policies in depth to determine whether they are efficient both at inducing safe driving behaviour and drastically reducing the number of crashes, as well as their environmental ramifications. This chapter also shows how the actions help create carbon emissions produced by road accidents, promoting green driving. The chapter is completed by offering strong recommendations that are amazingly effective about the best ways of implementing such promotional programs, with emphasis upon sustainable road safety culture among societies. It calls for concerted efforts among stakeholders to maximize the impact of these initiatives and this shows the need for a whole approach that combines incorporation of advanced safety technologies, infrastructure enhancement, and public awareness campaigns. Besides, insurance schemes as a key component of a sustainable transport ecosystem should be designed in such a way that safety measures are integrated with environmental concerns. This chapter is aimed at promoting responsible and eco-friendly driving habits through creative incentives and extensive marketing techniques to ensure safe roads for all people in future transportation landscapes.