The best of non-profit advertising and marketing for social causes

The right to walk to school free from road traffic danger

The right to walk to school free from road traffic danger

According to World Health Organisation figures, 500 children are killed each day in road crashes globally. That is the problem what this new campaign co-funded by the FIA Foundation is about.

‘Save Kids Lives’, a short film directed by Luc Besson, launched this week to coincide with and support International Walk to School Day, and to deliver the message that children must have the basic right to walk to and from school free from road traffic danger today and every day. Besson and the Foundation asks people to sign the Child Declaration for Road Safety of the #SaveKidsLives campaign

The video above is the uncut version as shown on the campaign website which include video surveillance images of real crashes, and a global social media campaign aimed at encouraging public sharing of the movie, available in 10 languages (English, French, Spanish, Italian, German, Arabic, Chinese, Japanese, Portuguese and Russian).

Jean Todt, President of the FIA:

Road traffic crashes are today the number one killer of children aged 15-29. And without urgent action, they will soon be the number one killer of those aged between 5-14. We must do everything in our power to halt this scourge and this film can act as a rallying call.

Below the making-of video:

FIA Foundation’s director Saul Billingsley:

We hope this new film will secure a new wider audience and new awareness for the scale of the road traffic injury epidemic, and particularly of the situation in developing countries where more than 90% of the child deaths and injuries occur. These are preventable tragedies. For too long there has been a tendency to ‘blame the victim’ – to blame the child crossing the road – rather than the road design, inequitable land planning, political inaction, and other system failures, like lack of speed control, that are the real causes of this appalling carnage.
Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.