World motor sport body FIA executes international OOH campaign on road safety

Every day, 3,500 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. Pope Francis has offered his support to this campaign, and to the cause, when he met with Jean Todt, president of the world motor sport governing body The Fédération Internationale de l'Automobile (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 4 “Golden Rules” embodied by 4 famous ambassadors – Fernando Alonso, Yohan Blake, Mark Marquez and Nico Roseberg.

Translated in 30 languages, the campaign #3500LIVES is as of today live in 30 cities worldwide and will be rolled out in more than 70 countries including India by the end of 2017. It is estimated that on the launch the campaign will be seen 1 billion times.

FIA partnered with JCDecaux - which offers its advertising displays all around the world to ensure a significant visibility - making this campaign an unprecedented campaign.

“I encourage everyone to promote and share the campaign’s key messages and sign our manifesto for government action. Too many people lose their life unnecessarily in road crashes daily.” said FIA President Jean Todt. “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.

“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”.