(New York, USA) – Vital Strategies has congratulated city leaders in Addis Ababa, Ethiopia, on the launch of a new mass media campaign combating speeding, a key risk factor contributing to the annual death toll of more than 1.25 million on the world’s roads. The city also announced its chosen intervention of road safety for its work within the Partnership for Healthy Cities.
As part of the Bloomberg Philanthropies Initiative for Global Road Safety (BIGRS), Addis Ababa’s campaign will focus on the severe consequences of speeding, while bolstering enforcement efforts in the city to save lives. Three public service announcements (PSAs) will run during the campaign, the first of which can be viewed here.
In Addis Ababa, more than 80 percent of all reported road traffic fatalities are pedestrians, and an estimated 41 percent of vehicles exceed the posted speed limits in the city, with buses (90%) and commercial vehicles (90%) as the worst offenders, according to research from the Johns Hopkins International Injury Research Unit.
In low- and middle-income countries, speed is estimated to be the main contributory factor in about half of all road crashes. Evidence shows that mass media campaigns, coupled with strong enforcement, can change road users’ behavior and save lives.
“We are thrilled to congratulate Addis Ababa on the launch of its new mass media campaign to reduce speeding,” said José Luis Castro, president and chief executive officer of Vital Strategies. “Addis Ababa has redoubled its commitment to saving lives on the roads by selecting road safety as its intervention for the Partnership for Healthy Cities. We are proud to support Addis Ababa in its tremendous efforts to make city roads safe for all.”
Addis Ababa is one of 50 participants in the Partnership for Healthy Cities, an initiative led by former New York City Mayor Michael Bloomberg, the World Health Organization’s Global Ambassador for Noncommunicable Diseases. Within the Partnership for Healthy Cities, of which Vital Strategies is an implementing partner, Addis Ababa will select a neighborhood to undergo a road safety transformation.
Speeding is the second key risk factor tackled by Addis Ababa within BIGRS, after a successful drink driving campaign that began in late 2016. BIGRS addresses four key risk factors for road traffic crashes: speeding, drink driving, seat belt use and helmet use.
About Vital Strategies
Vital Strategies envisions a world where every person is protected by a strong public health system. Our team combines evidence-based strategies with innovation to help develop sound public health policies, manage programs efficiently, strengthen data systems, conduct research, and design strategic communication campaigns for policy and behavior change.
For further information or to arrange an interview, please contact Kristi Saporito, Vital Strategies, at +1.917.886.4657 or firstname.lastname@example.org