“As a tyre maker, historically active in the automotive and motorsport arena, we have always believed road safety goes hand-in-hand with our commitment to produce the most technologically advanced tyres,” says Filippo Bettini, Pirelli’s head of sustainability and risk governance. “Raising awareness is key to changing attitudes to road safety. It is crucial to send out the right message in the most efficient way, especially when you want to talk to the young generation.”
The FIA’s Golden Rules aim to a correct “education” and cover a collection of well-researched safety advice: obey the speed limit, never drink and drive vehicles, 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 tyres, stay bright and check your vision.
The #3,500LIVES campaign
The #3,500LIVES campaign was launched at the FIA’s headquarters in the Place de la Concorde, Paris, with the unveiling of a giant billboard measuring 218m2. The message was clear: “#3500 lives, aujourd’hui, 3,500 personnes vont mourir sur la route”” (“#3500 deaths on the street”). It includes a partner campaign with ambassadors who support the FIA Golden Rules.
It is part of the UN Decade of Action for Road Safety 2011-2020, which is designed to educate road users about the importance of respecting the rules of the road in a bid to save lives. According to the statistics, of the 3,500 people who die on the road each day, 500 are children. Road crashes, according to the World Health Organisation, are the number one killer of people aged between 15 and 29.