Fédération Internationale de l'Automobile (FIA)and JCDecaux are hosting the first-ever worldwide outdoor advertising campaign on road safety from 29th June, 2017 to 28th July, 2017. The #3500LIVES campaign is visible across different JCDecaux networks in India.Translated into nearly 30 languages, the campaign was launched on 10 March in over 70 countries in 2017. On its launch, it is estimated to have generated over 1 billion views.
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 campaign deployed in Indiauses four‘Golden Rules’ embodied by four famous ambassadors: Fernando Alonso, Yohan Blake, Mark Marquez and NicoRoseberg.
They all decided to defend this cause personally and voluntarily. Those messages will also be endorsed by international institutions like the International Olympic Committee. On 20 February 2017, the FIA and IOC signed a formal agreement to promote the campaign messages across their shared platforms and ahead of sporting events.
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 whom 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.”
The 13 ambassadors who are supporting the campaign include:
- sports personalities Yohan Blake, HaileGebreselassie, Antoine Griezmann, Vanessa Low, Rafael Nadal and Wayde van Niekerk
- racing drivers Fernando Alonso, Felipe Massa, Marc Marquez and Nico Rosberg
- artistsPharrell Williams and Michelle Yeoh
- politicalfigures including Anne Hidalgo