APPROACH AND METHODOLOGY
WPP agencies have worked pro bono to develop a global symbol for the UN Decade of Action for Road Safety. The 'Road Safety Tag' developed by WPP agency, The Partners, has now been formally approved by the UN 'Friends of the Decade,' a working group including governments (US, Russia, Mexico, France, Oman, etc.) and UN agencies, as the official symbol for the Decade. The Road Safety Tag will be managed by the World Health Organisation and the FIA Foundation.
The UN Decade of Action will be launched on the May 11th, 2011. As part of this commitment, the WPP will support this global launch with pro bono strategic advice from senior management and two days worth of media relations support by agencies across the world, working with road safety organizations to deliver a rolling launch of the Decade. Their objective is to give the Decade of Action the highest possible profile and awareness, and to establish the Road Safety Tag as a globally recognized symbol - a symbol of remembrance of those lost and a symbol for action for those whose deaths and injuries can still be prevented.
IMPLEMENTATION, TIMELINE, AND DELIVERABLES
Tag development and roll-out: WPP design and brand agency, The Partners, have done pro bono design work to develop the Road Safety Tag and will continue to support the international roll out of the Tag after the public announcement during the week of September 21st, 2010 until the global launch on May 11th, 2011.
Moving forward, the senior management and creative team at WPP, including Chief Executive Sir Martin Sorrell and Peter Dart, will provide pro bono strategic advice to support the roll out of the Tag and the launch of the Decade.
WPP agencies in selected countries worldwide will provide up to two days of pro bono support to national road safety coalitions to assist with the launch of the Decade of Action. This support may include strategic advice; public affairs support; media relations support; assistance with drafting or design. This offer of support will be communicated to road safety stakeholders by WHO and FIA Foundation in early October, from which time this commitment will be active.
Timeline: October 2010-May 2011
- Communications advice for global launch of the UN Decade of Action for Road Safety 2011-2020
- Support for implementation of national launches as part of the global launch
By 2020, global road deaths are forecast to rise from 1.3 million to nearly 2 million a year unless preventative action is taken (WHO). Road traffic crashes are already the leading worldwide cause of death for young people aged 10-24. To combat this growing problem, the UN has proclaimed the 'Decade of Action for Road Safety 2011-2020'. Public and political awareness of this epidemic is far lower than for global killers on a similar scale such as Malaria, TB, or HIV/AIDS. WPPs commitment is to work with leading road safety partners, WHO, and the FIA Foundation, to raise global awareness as the Decade of Action is launched.