Entrepreneur and CEO of Driven to Success Limited Ian Elford. Photo supplied.
Entrepreneur and CEO of Driven to Success Limited Ian Elford. Photo supplied.
Learning the road code for your learner driver’s licence test is essential, but studying for it no longer has to be boring.
Entrepreneur and Driven to Success Ltd chief executive Ian Elford has created a practical board game called Driven For Success for Kiwis to study for their theory test in a fun way with friends.
The game has been gaining traction around New Zealand for the past two years and has found its way into high schools around the Bay of Plenty.
The game is now being used at Tauranga Boys’ College, Mount Maunganui College and Papamoa College to prepare students for the road code theory test.
Tauranga Boys’ College librarian Leif Neilson said the school ran a board games club after school once a week and had an extensive collection of games for the boys to play at lunchtime as well.
“Our department specifically supports students with learning and developmental differences, as well as neurodiversities.
“We’ve found the game to be an excellent resource alongside the New Zealand driving websites and targeted lessons from teachers and support staff.”
Tainui-Fountain said the game had been effective in building students’ confidence with road code questions.
“Additionally, it promotes reading fluency and encourages collaboration, as students share knowledge and help each other succeed.
“We have had a few of our students who have successfully obtained their licences using this approach, and the board game has been a valuable tool in engaging and supporting them.”
Students playing Driven For Success.
How it all came about
In 2015, Elford was working in the Department of Corrections where he was teaching offenders to get their driver’s licence.
“We had a two-day course where they had a booklet and they were going through it.”
They followed through the booklet and the next day they had the online tests.
“I could see that some of them were struggling with the booklet, and I just thought, there must be an easier way to support them.”
Within a 24-hour period, Elford’s board game Driven For Success was created.
From there he worked with his brother, a designer in Canada, and in 2021, they had a printed version ready for production.
After some publicity, they eventually gained 300 pre-orders, which allowed them to head into production.
They’ve sold the game throughout New Zealand, including more than 100 schools.
“Driven To Success Limited, to date, have sold over 1500 games, with more than 100 schools and colleges and 13 prisons throughout New Zealand involved who proactively use their game with supporting road code education and proactive discussions,” Elford said.
The practical board game called “Driven For Success” for Kiwis to study for their theory test in a fun way with friends.
Elford has appeared on Seven Sharp and TV AM in the past two years and has been involved in numerous other promotional campaigns.
The Driven For Success board game is becoming a powerful and recognised tool supporting those struggling with online and textbook studying.
Elford said he has had conversations with people with dyslexia and other learning disabilities who have benefited from using this game and have managed to pass their tests.
As a former police officer who has worked in prisons and who has been working in the Department of Corrections for 10 years, Elford said he had seen the impact that not having a licence could have.
He said he had seen prisoners come out of prison and students graduate school who needed employment, but did not have a driver’s licence.
“Most of the jobs obviously do require restricted licences, at least for people to get to and from work.”
He’s also seen the impact that it can have in terms of reoffending when people drive without a licence.
“It gives them a lot more confidence, moving forward within themselves and looking for employment and knowing that they’re able to achieve something they thought was out of their reach.”
What’s next?
“We’re hoping to take it globally, to Australia, the UK, then to America,” Elford said.
“Then we’re thinking about doing an app to incorporate all the countries.”
Elford said this is all a long way off unless something comes into the equation. He is funding the project himself.
“It is the only game of its kind in Australasia,” said Elford.
