Singapore, 1 August 2017 – Automobile Association of Singapore (AA Singapore) supports the launch of the #3500LIVES road safety campaign in Singapore by the Fédération Internationale de l’Automobile (FIA) and the n°1 outdoor advertising company, JCDecaux. This worldwide campaign on road safety was first launched in Paris on 10 March 2017 and made available in 30 cities during the launch phase. The campaign had also received support from Pope Francis. The partnership between the FIA – which represents 245 sport and mobility clubs around the world – and JCDecaux – which offers its advertising displays all around the world to ensure a significant visibility – makes this campaign an unprecedented campaign.
Every day, 3,500 people die from car crashes worldwide, which is equivalent to a total of 1.25 million every year. Supported by famous ambassadors, this outdoor campaign aims to raise awareness and prompt road users to adopt easily applicable and efficient rules through simple and universal messages.
Featuring 13 different visuals and messages, the campaign brings together 13 Ambassadors from different backgrounds: athletes like Yohan Blake, Haile Gebrselassie, Antoine Griezmann, Vanessa Low, Rafael Nadal, and Wayde van Niekerk; drivers like Fernando Alonso, Felipe Massa, Nico Rosberg from Formula One, and Moto GP rider Marc Marquez; artists like Pharrell Williams and Michelle Yeoh, and; politicians like Anne Hidalgo.
AA Singapore identifies children as one of the most vulnerable road users on the roads and have been actively participating in road safety efforts to educate the wider public on the importance of using a child restraint system.
The Association previously launched the ‘Always Belt-Up Children’ campaign in 2015 to encourage the proper use of car seats for children. Decals supporting this effort were distributed to AA Members and the public during the Singapore Road Safety Month. As a follow up to the campaign, the Association produced the ‘Safe Kids on Roads’ children activity book in 2016 to educate young children on correct road behaviours through the use of colourful illustrations. The activity books were distributed to all K1 and K2 students in PCF centres island wide, private pre-schoolers and the general public through road safety events.
To reinforce the awareness for this key concern, Singapore will be featuring the “Use a Child Safety Seat” message from the #3500LIVES campaign endorsed by Michelle Yeoh, actress, producer and UNDP goodwill ambassador. The campaign visual will be unveiled in a 12 metres long billboard display at People’s Park Centre from today onwards.
“A child restraint system is the only element of passive vehicle safety adapted for children and would greatly help in reducing the consequences on children in case of a car accident. Through the Ambassadors’ involvement, we hope to reach out and encourage parents to take active efforts and act responsibly in ensuring their child’s safety” said Mr Bernard Tay, President of AA Singapore.
The campaign is expected to be rolled out in more than 70 countries by end of 2017 and estimated to be viewed 1 billion times.