10 Mar 2017

The Fédération Internationale De L'Automobile and JCDecaux Launch the First Worldwide Outdoor Campaign on Road Safety

The President of the Fédération Internationale de l’Automobile (FIA), Jean Todt, and the Chairman of the Executive Board and Co-CEO of JCDecaux, Jean-Charles Decaux, are in Paris today to launch the first worldwide outdoor campaign on road safety.

Supported by famous ambassadors, the campaign promotes simple and universal messages to save lives on roads. Road crashes are responsible for 3,500 deaths a day worldwide.

Campaign webpage:
Campaign hashtag: #3500LIVES

A public health issue

Everyday, 3,500 people die in car crashes worldwide, which means 1.25 million every year. A particularly alarming situation for 15-29 year-olds, for whom traffic related fatalities are the first cause of mortality.

If this trend goes on, by 2030 car crashes could become the first cause of mortality worldwide with nearly 2 million deaths a year. As a genuine public health issue, road safety is a major challenge and a priority issue for every state and citizen around the world. Pope Francis has offered his support to this campaign, and to the cause, when he met with Jean Todt at the Vatican on 25th February 2017.

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 promotes 10 “Golden Rules”[1] embodied by 13 famous ambassadors:

  • athletes like Yohan Blake, Haile Gebrselassie, Antoine Griezmann, Vanessa Low, Rafael Nadal, and Wayde van Niekerk;
  • drivers like Fernando Alonso, Marc Marquez, Felipe Massa and Nico Rosberg;
  • artists like Pharrell Williams and Michelle Yeoh, and;
  • politicians like Anne Hidalgo.

They all decided to defend this cause personally and voluntarily (Link to YouTube videos). 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 (, 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 campaign.

“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 which 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”.


Photographer: Vanessa von Zitzewitz

Vanessa von Zitzewitz is known for her portraits of famous people and underwater shots of horses. Beyond her prestigious collaborations, she is highly involved and participates in many solidarity actions with the Red cross, especially causes that are close to her heart like the fight against cancer and road safety.

Creation: Meanings

Created in 2004, combining the stories and experiences of its founders, Bruno Scaramuzzino and Manuel Lagny, - joined in 2014 by Armelle Weisman and Marie Georges -, Meanings is an independent and integrated corporate communication agency. It works towards finding relevance, getting as precise as possible on signs, and demonstrate a real interpersonal sensitivity.

Massive outdoor poster on the Concorde Square: From March 10th to March 13th 2017, for the launch of the campaign, a 218 square meters’ wall wrap (28 m long on 7.80 m height) is rolled out on the facade of the Automobile Club de France on the Concorde square by JCDecaux Artvertising.

[1] Obey the speed limit, Never drink and drive, Use a child safety seat, Always pay attention, Buckle up, Don’t text and drive, Stop when you’re tired, Wear a helmet, Check your tires, Stay bright.


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