Pru Life UK inks partnership for road safety advocacy

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In line with its advocacy to promote disaster preparedness among Filipinos, British life insurer Pru Life UK established a partnership today with the Metro Manila Development Authority (MMDA) through the signing of a memorandum of agreement to promote the well-being of motorists and pedestrians through the SAFE STEPS Road Safety program.

Under the partnership, MMDA will use SAFE STEPS Road Safety videos as educational materials across its communication platforms, such as its field offices, website, social media sites, and LED billboard along EDSA, among others. Pru Life UK will also be providing MMDA employees with accident insurance coverage with premiums fully waived for one year.

Pru Life UK has previously supported various road safety-related initiatives of MMDA, including the first MMDA Road Safety Forum in observance of the National Road Safety Month in 2016.

Cultivating more survivors with SAFE STEPS

Globally, 1.3 million people are killed on roads every year, while 500 children are killed on the road every day. Road crashes are the number one cause of death of 15 to 29 year olds, continuing to be a life-threatening issue to individuals and their families, not just in Asia, but across the world in both developing and developed markets.

SAFE STEPS Road Safety is a ground-breaking public service initiative aimed at raising awareness about one of the world’s leading causes of death. It also aims to help save lives by disseminating clear and simple educational messages on road safety through a series of 60-second public service announcement videos.

Created and developed by Prudence Foundation, SAFE STEPS comprises a series of public service announcements that aims to raise awareness and provide easy-to-understand educational information on life-threatening issues in the hope of saving lives and building more resilient communities.

To know more about the program, visit



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