Unilever’s personal care brand CLEAR announced last Thursday the launch of a global initiative called ‘Helmets for Heads’. The initiative is aimed at promoting road safety by raising funds for the purchase and distribution of helmets in lower income communities, and will be run in partnership with the UN Decade of Action for Road Safety 2011-2020.
Funds raised through CLEAR’s Helmet for Heads initiative will be channelled through the Road Safety Fund (RSF) and initially utilised for the acquisition and distribution of helmets for vulnerable road users within those communities. In helping to make the world’s roads a safer place, RSF was created to support the implementation of the UN Decade of Action for Road Safety by raising financial support.
According to the Road Safety Fund (RSF), nearly 1.3 million people are killed on the world’s roads each year and by 2020 it is forecasted that the annual road traffic deaths will rise to 1.9 million people.
Francois Renard, Global Vice-President of CLEAR, conveyed the importance of driving global awareness about an epidemic that is killing over a million people on the world’s roads each year. “At CLEAR, our core principles are focused primarily on scalp hygiene and we realised that protection shouldn’t just stop with shampoo, but also to those who truly need head protection. CLEAR wants to drive change and help the UN Decade of Action for Road Safety make a positive impact, by enabling the purchase and distribution of helmets to motorists in low-income communities,” he said at the end of the initiative.
To kick-start CLEAR’s drive to help support their road safety initiative, three helmets were signed by the Lotus F1 Team drivers, one by former world champion Kimi Raikkonen, and the other two by Romain Grosjean.
The signed Raikkonen helmet was auctioned off at the Singapore event, but the remaining two helmets, signed by Grosjean, will be released on Ebay. Other Lotus F1 Team members who were also present on the day included Jerome D’ Ambrosio, Lotus’s third driver and Team Principal Eric Boullier.
Photo by Lionel Ng
RSF commented on their new partnership with CLEAR and are pleased to have such a widely accredited brand on board to help support a cause that if not addressed now will result in the annual road traffic deaths rising to a forecasted 1.9 million people by 2020.
Saul Billingsley, Director of the Road Safety Fund, welcomed the alliance: “Wearing a motorcycle crash helmet is proven to reduce the risk of serious injury in a road traffic crash by more than 70%. With the generous support of CLEAR, this is a message that can reach many more at-risk road users. And by financing the distribution of safe and affordable helmets,
CLEAR will be helping, in a direct and practical way, to save lives and achieve the goal of the UN’s Decade of Action for Road Safety.”
CLEAR’s Helmets for Heads initiative
The Helmets for Heads initiative is aimed at promoting road safety to increase awareness about the importance of head protection and raise funds for the purchase and distribution of helmets in lower income communities, which will run in partnership with the UN Decade of Action for Road Safety 2011-2020.
Funds raised from the Singapore event will be channelled through the Road Safety Fund and injected into programmes under the Asia Injury Prevention Foundation, which aims to reduce the pervasive and devastating rate of road traffic fatalities in developing countries.
The Road Safety Fund was established to generate support for the UN Decade of Action for Road Safety, which aims to reduce five million lives lost on the world’s roads by 2020.
The Road Safety Fund and the Asia injury Prevention Foundation both fall under the UN Decade of Action for Road Safety, which was co-sponsored by more than 90 countries including Vietnam, Cambodia and Thailand.
Proceeds raised through the Road Safety Fund will be channelled into the following programmes:
· Road injury prevention programmes in developing countries – working with a wide range of partners on the frontline of the global road death epidemic to save lives
· Enabling global advocacy for the Decade of Action, building awareness and support for the Decade’s injury reduction goals
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