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UPS Foundation – ‘Safety Delivered’ Campaign

Safer Road Users, 2019

The UPS Foundation was one of the first private sector organisations to join the UN Road Safety Collaboration. It has been a champion of child helmet use, supporting the AIP Foundation in increasing helmet use among primary school students and reducing distracted driving behaviour among young and inexperienced drivers across Cambodia, Myanmar, Thailand and Vietnam.

A fresh approach was needed in these target countries, where road safety education programmes had traditionally focused classroom education. So innovative public awareness media campaigns, supported by an advocacy campaign was developed. This was backed up by access to high quality helmets and education.

Safety Delivered has provided multi-faceted training and events through the Youth Ambassador for Road Safety Training, which developed and conducted 96 peer-to-peer activities to educate 40,633 students. Multi-country social media campaigns with television commercials and viral videos to spread knowledge of the dangers of mobile phone use while driving reached nearly 4 million people.

Through its support for public awareness campaigns in Vietnam and school-based helmet interventions in Cambodia, The UPS Foundation paved the way for key legislative advocacy achievements, including the Vietnam National Child Helmet Action Plan (NCHAP) in 2015 and Cambodia’s Passenger Helmet Law enforced in 2016.

The UPS Foundation has allocated a budget of US$1M budget to the Safety Delivered campaign.