Prudence Foundation, the community investment arm of Prudential Plc, in partnership with Prudential Zenith Life Insurance and the Nigerian Red Cross Society, has launched the Safe Steps Road Safety Initiative—a landmark program aimed at enhancing road safety awareness and reducing traffic-related fatalities across Nigeria.
The launch, held at the Civic Centre in Lagos, brought together key stakeholders, including representatives from the Federal Road Safety Corps (FRSC), Lagos State Traffic Management Authority (LASTMA), the Road Transport Employers Association of Nigeria (RTEAN), and the Nigerian Union of Road Transport Workers (NURTW).
The event highlighted the urgent need for improved road safety measures and a collective commitment to saving lives on Nigeria’s roads. The pan-African Safe Steps Initiative seeks to deliver life-saving education through clear and accessible messages on critical topics such as responsible driving, helmet use, and first aid response.
By leveraging mass media, digital platforms, and community outreach programs, the initiative aims to empower individuals with essential knowledge to prevent road accidents.
Chief Strategy and Transformation Officer of Prudential Zenith Life Insurance, Cherise Ige, described road accidents as a major public health challenge in Nigeria, claiming thousands of lives yearly.
“At Prudential Zenith Life Insurance, we believe safety starts with awareness,” she said. “Through this initiative—developed in collaboration with Prudence Foundation—we are taking proactive steps to equip our communities with the skills and information they need to stay safe.”
She added that the Safe Steps Road Safety Initiative will be implemented in Lagos and Abuja through public service announcements, educational materials, and extensive community engagement. It will target all road users, including motorists, pedestrians, and commercial transport operators.
“This initiative is deeply rooted in our sustainability ambition, delivering real-world impact and building long-term resilience in the communities we serve. It is also closely aligned with our purpose, ‘For Every Life, For Every Future,” she stated.
SOURCE: THEGUARDIAN
