The Safe Steps programme is being headed up by global road safety ambassador Michelle Yeoh and has initiated by the Prudence Foundation, the regional community investment arm of insurance company Prudential Corporation Asia, with the support of the FIA and National Geographic Channel.

Globally, 1.3 million people are killed on roads every year including 500 children every day. Road traffic injuries are the number one cause of death of 15 to 29 year olds and present a life-threatening issue in Asia as development progresses at breathtaking speeds.

Safe Steps Road Safety will focus on messages about drink driving, distracted driving, seatbelts, speed limits, motorcycles, and pedestrians. The programme will look to educate drivers and vulnerable road users through on-air videos, a website and print material that can be shared through community-based activities. Core to the programme is a series of 60-second public service announcement (PSA) videos produced jointly by the Prudence Foundation, the FIA and National Geographic Channel, featuring ambassador Michelle Yeoh who advises on key aspects to bear in mind while driving cars, riding motorcycles, and for pedestrians.

FIA president Jean Todt said: “By raising awareness of the most important risk factors on the road, the SAFE STEPS campaign can help change attitudes and behaviour, and save lives on the road. I encourage everyone to support the campaign and call on governments to take renewed action to meet the new Sustainable Development Goal target to halve global deaths and injuries from road related crashes by 2020. A key priority should be the putting in place of effective road safety legislation and ensuring its enforcement at all levels.”