SAFE STEPS Road Safety is created and developed by Prudence Foundation, the community investment arm of Prudential Corporation Asia, in partnership with National Geographic Channel and the Federation Internationale de l’Automobile (“FIA”). It is a pan-Asian public service initiatives aimed to raise awareness and provide clear and simple life-saving educational messages on road safety.

Globally, 1.3 million people are killed on roads every year including 500 children every day. Road accidents are the number one cause of death of 15 to 29 year olds1 , and present a life-threatening issue not just in Asia, but globally, across both developing and developed markets.

At its core, SAFE STEPS Road Safety is a series of public service announcements (PSAs) with the objective of raising awareness and providing clear, educational information on common areas of road safety awareness. Posters and an informative pamphlet are also available which can be shared through community-based activities and partnerships. All SAFE STEPS Road Safety life-saving tips have been approved and endorsed by the International Federation of Red Cross and Red Crescent Societies.

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Prudence Foundation is the community investment arm of Prudential in Asia. The Foundation brings Prudential’s regional community activities to a new level of strategic alignment and focus, to maximise the impact of its efforts across Asia.

Its mission is to make a lasting contribution to Asian societies through sustainable initiatives focused on the three key pillars: Children, Education and Disaster Preparedness & Recovery. Under each pillar, the Foundation has regional flagship programmes as well as market specific programmes, working closely in partnership with local and international NGOs. The Foundation embodies the long-term and heartfelt commitment of Prudential’s people in Asia to provide innovative, focused, and practical support to their local communities.

For more information: www.prudencefoundation.com

In partnership with


National Geographic Channels International (NGCI) inspires viewers through its smart, innovative programming that questions what we know, how we view the world and what drives us forward. A business enterprise owned by National Geographic Ventures and FOX Entertainment Group, NGCI contributes to the National Geographic Society’s commitment to exploration, conservation and education through its six channels: National Geographic Channel, National Geographic Channel HD, Nat Geo Wild, Nat Geo Wild HD, Nat Geo People and Nat Geo Mundo.

Globally, National Geographic Channel (including NGC U.S., which is a joint venture of NGV and Fox Cable Networks Group) is available in more than 440 million homes in 171 countries and 45 languages. In Asia, the National Geographic suite of channels is operated and distributed by FOX International Channels.


About Federation Internationale de l’Automobile (FIA)

The FIA is the governing body for world motor sport and the federation of the world’s leading motoring organisations.

Founded in 1904, with headquarters in Paris and Geneva, the FIA is a non-profit making association. It brings together over 235 national motoring and sporting organisations from more than 140 countries on five continents. Its member clubs represent millions of road users and their families.

On issues such as safety, mobility, sustainability and consumer law the FIA actively promotes the interests of all road users at the United Nations, within the European Union and through other international bodies.

The FIA is committed to global road safety initiatives through the FIA Action for Road Safety campaign.

For more information, please visit www.fia.com

SAFE STEPS tips approved by


For more information: www.ifrc.org/en/

1 – Global Status Report on Road Safety 2015, World Health Organisation