JCDecaux is hosting the worldwide outdoor advertising campaign of the Federation Internationale De L’Automobile’s (FIA) road safety initiative between June 29 and July 28, 2017 on its Citylights out-of-home network. The campaign is visible across different JCDecaux networks in India.
Translated to nearly 30 languages, the #3500Lives campaign was launched on March 10 in over 70 countries in 2017. On its launch, it was estimated to have generated over one billion views. Every day, 3500 people die in car crashes worldwide, which means 1.25 million every year. A particularly alarming situation for 15-29 year-olds, for whom traffic-related fatalities are the first cause of mortality.
If this trend goes on, by 2030, car crashes could become the first cause of mortality worldwide with nearly two million deaths a year. As a genuine public health issue, road safety is a major challenge and a priority issue for every state and citizen around the world.
Pope Francis offered his support to this campaign, and to the cause, when he met Jean Todt, president of FIA, at the Vatican on February 25, 2017.
Through a concrete and positive approach, the #3500Lives campaign aims to raise awareness and prompt all road users to adopt simple, easily applicable and efficient rules. The campaign deployed in India uses four “Golden Rules” embodied by four famous ambassadors – Fernando Alonso, Yohan Blake, Mark Marquez and Nico Roseberg.
They all decided to defend this cause personally and voluntarily. Those messages will also be endorsed by international institutions like the International Olympic Committee. On February 20, 2017, the FIA and IOC signed a formal agreement to promote the campaign messages across their shared platforms and ahead of sporting events.
Jean Todt, President, FIA said, “I encourage everyone to promote and share the campaign’s key messages and sign our manifesto for government action. Too many people lose their lives unnecessarily in road crashes daily. We are proud to have worked together with JCDecaux on this campaign, and also with 13 fantastic ambassadors, each of which is a role model, especially for young people, the group worst affected by road crashes.”
Through its signature “Sign up, stay safe, save lives”, this campaign underlines the role that each and every one can play to make road safer for all users. Members of the public are also invited to sign a 10-point manifesto (www.fia.com/3500lives), which calls on all governments to make road safety a priority and introduce effective legislation on key risk factors on the road.
Obey the speed limit, never drink and drive, use a child safety seat, always pay attention, buckle up, don’t text and drive, stop when you’re tired, wear a helmet, check your tyres, stay bright.
FIA represents 245 sport and mobility clubs around the world, while JCDecaux offers its advertising displays all around the world to ensure a significant visibility. The partnership between the two makes this campaign an unprecedented campaign.
“Outdoor advertising is at the core of all sorts of mobility and we are thrilled and proud to contribute to spread these messages around the world through the impact of our locations,” explained Jean-Charles Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux. “This commitment is also aligned with our company’s social responsibility policy and all the JCDecaux employees, who work on a daily basis to improve urban life quality, are delighted to get involved in the promotion of this cause of public interest: road safety for citizens around the world,” he added.
The 13 ambassadors who are supporting the campaign world over include names like Yohan Blake, Haile Gebreselassie, Antoine Griezmann, Vanessa Low, Rafael Nadal, Wayde van Niekerk, Fernando Alonso, Felipe Massa, Marc Marquez, Nico Rosberg, Pharrell Williams, Michelle Yeoh and Anne Hidalgo.