JCDecaux India’s Citylights in association with the FIA hosted the first ever worldwide outdoor advertising campaign on road safety, which is visible across different JCDecaux networks in India.
Focus Area: Road Safety, A Genuine Public Health Issue
Everyday, 3500 people die in car crashes worldwide, which accumulates to 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 2 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 has offered his support to this campaign, and to the cause, when he met with Jean Todt, president of FIA, at the Vatican this year.
An engaging, optimistic and universal campaign
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 highlight of the campaign deployed in India is that it uses 4 “Golden Rules” embodied by 4 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. The FIA and IOC signed a formal agreement to promote the campaign messages across their shared platforms and ahead of sporting events.
Creating A Wider Platform
Through its signature “Sign Up, Stay Safe, Save Lives”, this campaign underlines the role that each and everyone can play to make road safer for all users. Members of the public are also invited to sign a ten 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.
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 by the end of 2017. It is estimated that on the launch the campaign will be seen 1 billion times.
The FIA and JCDecaux: a strategic partnership around a shared vision
The partnership between the FIA – which represents 245 sport and mobility clubs around the world – and JCDecaux – which offers its advertising displays all around the world to ensure a significant visibility – makes this campaign an unprecedented one.
“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”.
About The FIA
The Fédération Internationale de l’Automobile (FIA) is the governing body for world motor sport and the federation of the world’s leading mobility organisations. Founded in 1904, with headquarters in Paris and Geneva, the FIA is a non-profit organization that brings together 245 Mobility and Sport Clubs from 143 countries on five continents. Its Member Clubs represent over 80 million road users and their families. The FIA promotes safe, sustainable and accessible mobility for all road users around the world.
About JCDecaux
JCDecaux, leading outdoor advertising company worldwide, plays a major role in transforming urban landscapes. The Group is present in more than 75 countries and 4,280 cities with over 10,000 inhabitants. It holds advertising street furniture concessions in more than 220 airports with 260 contracts in metros, buses, trains and tramways. It all started in 1964 when Jean-Claude Decaux installed his first advertising bus shelters in Lyon, driven by his desire to provide cities with street furniture free of charge in exchange for exclusive advertising rights in premium locations. Playing a major role in the development of smart cities, the Group is participating in the emergence of an increasingly connected, open and sustainable city.
Actively involved in many humanitarian and charitable activities, JCDecaux is pleased to offer the FIA its support by advertising its road safety campaign free of charge in all of the countries where the company operates. This is the first time that the Group is supporting a major cause by offering simultaneous delivery of marketing communications around the world.
About JCDecaux India
JCDecaux India is a leading out-of-home player in the market since it was established in 2006. Based on its global experiences and the expertise, the OOH major is continuously committed to delivering the best & most advanced media solutions in India, and has established a proven track record of open communication with its principal partners. It works closely with the government authorities to develop valuable services for them & also for the community.
