The event was the occasion to launch the SAFE STEPS Road Safety Africa campaign and to announce the deployment of the new “Watch out for Kids” #3500LIVES Campaign visual in Africa. Both campaigns feature International Football Player Didier Drogba, who is proud to be lending his support to the global issue of road safety and help raise awareness to as many people as possible.

The Fédération Internationale de l’Automobile (FIA), Prudence Foundation, the community investment arm of Prudential plc in Asia and Africa, and the Didier Drogba Foundation held a joint event today in Abidjan to promote road safety in the African region. The event was the occasion to launch the SAFE STEPS Road Safety Africa campaign and to announce the deployment of the new “Watch out for Kids” #3500LIVES Campaign visual in Africa. Both campaigns feature International Football Player Didier Drogba, who is proud to be lending his support to the global issue of road safety and help raise awareness to as many people as possible.

Globally, 1.35 million lives are lost and between 20 to 50 million people are injured on roads every year. Over 3,500 people are killed in road crashes every day, including 500 children. Road-related crashes are the number one cause of death of 5 to 29-year old and continue to be a serious issue in both developing and developed nations. Africa has the highest road fatality rate in the world where 44% of all road traffic deaths on the continent are pedestrians and cyclists, and although Africa only has 2% of the world’s cars, the continent accounts for 20% of all road deaths worldwide. 

SAFE STEPS Road Safety Africa is an extension of the ground-breaking, pan-Asia SAFE STEPS Road Safety programme that uses multiple platforms including on-air videos, an informational website and print material that can be shared through community-based activities and partnerships to raise awareness about one of the world’s leading causes of death and provide clear and simple life-saving information. Core to the programme is a series of 60-second public service announcement (PSA) videos featuring SAFE STEPS Road Safety Africa Ambassador Didier Drogba who advises on key topics on road safety, namely drink driving, distracted driving, seatbelts, speed limits, motorcycles, and pedestrians. The campaign is a partnership between Prudence Foundation, the FIA, the International Federation of Red Cross and Red Crescent Societies (IFRC) and the Didier Drogba Foundation. All messages are approved by the IFRC who will also be leveraging the campaign across its African network.

The #3500LIVES Campaign, which has been displayed in over 80 countries so far thanks to the leading international outdoor advertising company JCDecaux, encourages all road users to adopt simple, easily applicable and efficient safety rules to save lives on the road. With this new visual featuring Didier Drogba, the #3500LIVES Campaign will strengthen its outreach by putting more emphasis on the necessity to ensure the safety of children, who are among the most vulnerable road users. Every day, more than 3,500 people are killed and thousands more left seriously injured on the world’s roads. Among them, more than 3,000 children are hurt or killed, often on their way to school. By calling to “Watch out for Kids”, Didier Drogba invites drivers to slow down in risk areas and school zones, and pay attention to kids at all times. He also reminds parents to make sure they don’t let their children play near the road.

 Ivory Coast is the first country in Africa to launch SAFE STEPS Road Safety Africa and to display the new “Watch out for Kids” #3500LIVES Campaign visual in Africa. During the event in Abidjan, both campaigns received the support from the Government of Ivory Coast represented by H.E Amadou Koné, Minister of Transport in the presence of Didier Drogba, Jean Todt, FIA President and United Nations Secretary-General’s Special Envoy for Road Safety, Marc Fancy, Executive Director of Prudence Foundation, and Jean-Sébastien Decaux, CEO, Southern Europe, Belgium, Luxemburg, Africa and Israel of JCDecaux. 

Jean Todt said, “The road safety crisis must be quickly and effectively addressed, especially in Africa where the mortality rates are higher than in the rest of the world. With awareness campaigns such as #3500LIVES and SAFE STEPS Road Safety Africa, we want to make people conscious of the dangers they are exposed to when they don’t respect simple safety rules on the road. I would like to thank Didier Drogba, the 18thAmbassador of our #3500LIVES Campaign, for his commitment. His exceptional personality, notoriety and popularity in Ivory Coast and throughout Africa are major assets to change road users’ behaviour and reduce the death toll.” 

Marc Fancy said, “Prudence Foundation is committed to protecting the future of communities by enhancing their education, health and safety. Following the success of SAFE STEPS Road Safety in Asia, where the programme reaches over 250 million people a day, we are delighted to be launching today the new SAFE STEPS Road Safety Africa campaign here in the Ivory Coast. We believe that with Didier leading this Pan Africa campaign, the awareness and messages on road safety will be able to reach millions throughout Africa and contribute to making Africa’s roads safer and save lives.”

Commenting on his role as a road safety ambassador, Didier Drogba said, “Road traffic crashes are the leading cause of death in Ivory Coast. Children and pedestrians are the most vulnerable. We have an obligation to further protect our people by educating them and teaching them the best practices to save lives. The statistics are alarming! It seems obvious to me to get involved to support such a cause, so that we can change things as soon as possible!”