Safe Steps: Prudential, NMG Launch Road Safety Campaign

Prudential Life Assurance Kenya on Wednesday, February 23 unveiled a new road safety campaign in partnership with Nation Media Group (NMG) and other stakeholders.

Known as Safe Steps Road Safety Africa, the initiative will be steered by Prudential’s community investment arm Prudence Foundation. The campaign aims to use clear, simple messaging to raise awareness on road safety for pedestrians and motorists in Kenya.

Data from the National Transport and Safety Authority (NTSA) shows that road fatálities rose 18.5% in 2021 to 4,121 from 3,478 in 2020. The campaign will tap into NMG’s large audience across its platforms and brands in a bid to positively influence road safety behaviour.

Among those present for the colorful launch in Nairobi were Prudential Regional CEO, Insurance Growth Markets, Wilf Blackburn, as well as Prudential Kenya CEO Gwen Kinisu and NMG Executive Editor Pamella Sittoni.

“Thousands of people who lose their lives are often portrayed as statistics…nameless men, women & children. This tends to blur the grim reality, leaving the pain and anguish to only families & close associates,” noted Sittoni.

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Blackburn observed that the Safe Steps program was initially launched in Asia in 2016 and came to Africa in 2019. On the continent, it has so far been launched in Ivory Coast, Cameroon, Ghana and, now, Kenya.

Explaining why the insurer would back a road safety campaign, he reiterated the firm’s desire for their clients to lead fulfilled lives.

“Fulfilled lives are not just about financial security but also physical safety,” he asserted.

Other partners in the campaign aside from Prudential and NMG include the Didier Drogba Foundation, the IFRC and the Fédération Internationale de l’Automobile (FIA).

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