HO CHI MINH City, Vietnam - April 10, 2017

Actress and United Nations Global Road Safety Ambassador, Michelle Yeoh, joined 1,500 university students in Ho Chi Minh City, Vietnam, to launch the SAFE STEPS Road Safety campaign, a pan-Asian public service initiative spearheaded by Prudence Foundation in partnership with National Geographic and the Federation Internationale de l’Automobile (FIA). Globally, more than 1.25 million people are killed on the roads annually and nearly 50 million injured. Road crashes are the leading cause of death of 15 and 29 year-olds, and the majority of these accidents take place in low- and middle-income countries. SAFE STEPS is a series of public service announcements with the objective of raising awareness and providing clear, educational information on common road safety issues. AIP Foundation, a road safety non-profit organization with 17 years of experience, is supporting the launch of the initiative in Vietnam.

“In my time as a road safety advocate, I have seen private companies, governments, NGOs, and communities come together to develop creative solutions that save lives. This campaign is a powerful example of the multi-sector cooperation that is necessary in achieving the UN’s Sustainable Development Goals,” said Michelle Yeoh, SAFE STEPS Road Safety Ambassador and United Nations Global Road Safety Ambassador.

SAFE STEPS Road Safety public service announcements featuring Yeoh are shown across Asia on FOX channels reaching out to 80 million households every day. Campaign activities are also being implemented in Malaysia, Indonesia, the Philippines, Thailand, Myanmar, and Cambodia. In Vietnam, campaign billboards will be installed across the city centers of Ho Chi Minh City and Hanoi, as well as at 12 universities. Public service announcements will also be aired on national television stations and social media networks, as well as at hospitals and universities.

The educational messages are also featured on the SAFE STEPS website, www.safesteps.com. Visitors to the website can access educational materials such as pamphlets and posters that can be downloaded for further dissemination in local communities. Through the combination of television, online and print materials, SAFE STEPS Road Safety aims to communicate important life-saving information to as many people in Asia and across the world.