Robert Knezevic - Road Safety Fund

• A not-for-profit educational organization with a mission to mobilize media for positive social action.
• Single largest evidence based informal educator in the world
• Reaching million of children, families, teachers, caregivers in 140 countries – daily!
• Worldwide partnerships with media, government, civil society and private sector
• 22 local brand adoptions.
China
Mexico
Brazil
India
Germany
Netherlands
Denmark
Spain
Northern Ireland
Australia & New Zealand
Indonesia
South Africa
Nigeria
Egypt
Bangladesh
“A global brand that finds expression in local language and culture.”
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Decade of Action on
• March 2010 – the UN General Assembly passed a historic resolution
proclaiming 2011-2020 the Decade of Action for Road Safety
• Sesame Street joins the UN Coalition as an education/media partner to
create a Global Advocacy Campaign on Road Safety
Vision
Mission
Road Safety
To make the world’s roads safe for children and families
To mobilize all available media to make road safety awareness a
“top-of- mind” issue among road users, especially families with
young children and establish a “new mindset” for the next
generation of drivers
Goal
Achieve a measurable improvement on safe road behaviors and help
reduce road related injuries and fatalities
Approach
Establish consortium of business, government and civil society
partners to implement global, regional and national
campaigns, communications strategies and outreach
initiatives to improve safe road related behaviors
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Global Road Safety
Ambassador
• Global Grover, Sesame’s Road Safety Ambassador, promotes positive modeling and
safety as a shared family experience.
• “Thumbs up”, a gesture used by pilots, astronauts and race-car drivers denotes a
universal message : “I’m prepared, safe and Ready to Go!”
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Advocacy & Partnerships – Government, Private Sector and Civil Society
Minister of Health, Mexico
Police Dept., Dept. of Health, GRSP, Mexico
Secretary of Transportation, CDC, NHTSA, USA
Michelin, Bosch, Renault, FIAF, Allianz & Sesame
Michelin Executives
Etienne Krug, WHO
Michele Yeoh, FIA Ambassador
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Global
Content
Public Service Announcements, starring Global Grover – promoting safety as a shared family experience.
• Broadcast on 120 TV stations in
40 countries
• Posted on over 50 global
partner websites - UN, WHO,
UNICEF, IBD, FIA, etc.
PLAY ME
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Global/Local Press
& Publicity
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Community & School
Engagement
• Combines local Sesame brand, Muppets and partnerships
to implement national road safety interventions in
“Sesame countries”.
• Targets schools and communities in a comprehensive road
safety curriculum engaging children, parents/caregivers
teachers, and school administrators.
• Cost effective and measurable models designed for scaleup
through partnerships with media, government, private
sector and civil society.
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Local Content Activation Options:
On-Air
Corporate Video Samples
Online & Digital
Click here
Click here
Click here
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Local Content and Activation Options
Print
(con’t):
Outdoor
Cause related celebrity engagement
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Illustrative Partnership Models
India
China
Brazil
Mexico
Broadcast
Outreach
Global Road Safety Partnership (GRSP)

The Power of Education, Media and Partnership.
Local impact on a global scale!
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