AAP Intensifies Road Safety Advocacy with #3500LIVES Campaign Rollout
Singer-songwriter Pharrell Williams, Formula One race car driver Fernando Alonso and Hollywood actress Michelle Yeoh are now among the faces that people will be seeing when they pass through EDSA and not just because of any new album, product or movie launch.
This August, the Automobile Association Philippines (AAP) joins the rest of the world as it furthers its road safety efforts with the roll out of the #3500LIVES campaign visuals.
The #3500LIVES campaign was launched by the Fédération Internationale de l’Automobile (FIA) in cooperation with the international outdoor advertising company JCDecaux in March of 2017.
The movement highlights the 3,500 lives that perish everyday worldwide due to car crashes. It is the leading cause of death among ages 15- to 29-year-olds. With over 1.25 million people dying each year, road crash death has been declared by the World Health Organization as a public health issue.
This first-ever worldwide outdoor campaign on road safety aims to encourage all road users to follow the Golden Rules as embodied by these 15 famous ambassadors:
- 2016 Formula One World Champion Nico Rosberg for Never Drink and Drive;
- tennis player, winner of 16 grand slam titles Rafael Nadal for Check Your Tyres;
- former Formula One racing driver Felipe Massa for Look Before Crossing; and
- actor, director, producer and race car driver Patrick Dempsey for Slow Down for Kids.
“I encourage everyone to promote and share the campaign’s key message and sign our manifesto for government action. Too many people lose their life unnecessarily in road crashes daily,” said FIA President Jean Todt in a press statement for the launch of the #3500LIVES campaign in Paris, France.
AAP Promotes “Sign Up, Stay Safe, Save Lives”
The AAP has continuously supported the #3500LIVES campaign since its unveiling. Here in the Philippines, it was first introduced to AAP members during last year’s 86th Annual General Membership Meeting.
AAP Advocacies Department staff members explained the new campaign and allowed AAP club members to pick a specific Golden Rule that they feel were important to them and that they would try to obey at all times. The photographs of the AAP members with their signed manifestos were shared in social media to set as an example.
AAP employees, from back office staff to emergency roadside service drivers, were also introduced to the campaign and signed the manifesto.
Since then, the #3500LIVES campaign has been integrated into the road safety lectures and workshops that the AAP does for free to government agencies, schools, barangays, home owners associations and private companies. Hundreds have already signed the manifesto and have pledged to follow the simple, easily applicable and efficient rules of the campaign.
Now, AAP is taking the cause further. #3500LIVES campaign visuals will be shown on LED screens, one northbound along Shaw Boulevard going to Megamall and Ortigas and another southbound along Shaw Boulevard going to Rockwell and Makati.
The campaign visuals will be shown during the rush hours, from 7AM to 10AM and 4PM to 8PM.
Aside from LED screens, the AAP will also put up the campaign ads on lamp post banners along the north and south bound lanes of the Skyway.
Additionally, roll-up banners of the campaign will be placed in all AAP branches.
The Metropolitan Manila Development Authority reported in 2017 that 367,728 motorists are estimated to pass through EDSA.
The AAP hopes that by placing these outdoor ads throughout the metro, more people would be made aware of the #3500LIVES campaign and more lives would be saved.
Currently, the #3500LIVES campaign visuals have been successfully deployed to over 900 cities in 75 countries around the world.
SIGN UP, STAY SAFE, SAVE LIVES. This August, the Automobile Association Philippines (AAP) joins motoring clubs of other countries in promoting the #3500Lives campaign with the deployment of campaign visuals along EDSA and the Skyway. The campaign is supported by various famous personalities, each advocating a specific golden rule.
“Don’t Text and Drive” is promoted by singer, songwriter and record producer Pharrell Williams. Last year, the Philippines implemented Republic Act 10913, more commonly known as the Anti-Distracted Driving Act (ADDA). AAP was an active member of the technical working group that created the ADDA implementing rules and regulations.
Data from the Land Transportation Office in 2016 showed that “not wearing of seatbelts” was the top violation among motorists in the country with over 99,848 apprehended. Aptly reminding motorists to “Buckle Up” is two-time Formula One World Champion and current McLaren race driver Fernando Alonso.
AAP joins actress and United Nations Development Program Road Safety Ambassador Michelle Yeoh in promoting the “Use of Child Safety Seat”. In February 2017, AAP drafted the Child Restraint Bill focusing on the alarming statistics of the World Health Organization that over 500 children die in road crashes each day. House Bill 6938 or the “Child Safety in Motor Vehicles Act” was approved by Congress during its final reading earlier this year.
AAP president Gus Lagman, seen here with the Golden Rule “Don’t Text and Drive,” led the signing of the manifesto.
During AAP’s 86th Annual General Membership Meeting in 2017, members were introduced to the campaign and were encouraged to sign the #3500Lives campaign manifesto.