The first-of-its-kind pan-Asian public service initiative to raise awareness about one of the world’s leading causes of death, the “Safe Steps” programme featuring Global Road Safety Ambassador Michelle Yeoh is 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. Safe Steps provides clear and simple life-saving information through the dissemination of educational messages on road safety.

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 is a long-term educational programme using multiple platforms including on-air videos, an informative 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 videos produced jointly by the Prudence Foundation, the International Automobile Federation (FIA) and National Geographic Channel, featuring acclaimed actor, producer, and Global Road Safety Ambassador*, Tan Sri Michelle Yeoh, who advises on key aspects to bear in mind while driving cars, riding motorcycles, and for pedestrians. All Safe Steps tips were approved by the International Federation of Red Cross and Red Crescent Societies and the FIA.

Michelle Yeoh Road Safety.jpg
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Yeoh had said that as she is championing
the United Nations’ “Decade of Action for Road Safety”, she is proud to be promoting the Safe Steps campaign in Asia, her “home region”.

“I’ve seen the impact that the smallest little changes in road safety and roadway initiatives can have on people’s lives. These things are not hugely expensive. They don’t require years of study. But they will pay an economic return to all of us, in every country, for the lives they save and the tragedies and sadness they avert.”

Michelle Yeoh, Global Road Safety Ambassador and 2016 Humanitarian of the Year


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