The programme initiated by the Prudence Foundation, the regional community investment arm of insurance company Prudential Corporation Asia, with the support of the FIA and National Geographic Channel.

The SAFE STEPS programme featuring global road safety ambassador Michelle Yeoh was launched 2017 April 9 in Ho Chi Minh City.

At its core is a series of public service announcements (PSAs) with the objective of raising awareness and providing clear, educational information on some of the leading causes of death to as many people as possible. It is a partnership between Prudence Foundation, National Geographic Channel for all programmes and also partners with the Federation Internationale de l’Automobile (“FIA”) for SAFE STEPS Road Safety.
Campaign SAFE STEPS this year focuses on 6 themes: safety when riding a motorcycle, safe pedestrian, no texting while driving, do not drive after drinking alcohol, seatbelt and obey speed manually while driving.

SAFE STEPS Ambassador, actress and producer Michelle Yeoh.

Speaking at the ceremony, Greig Craft, President of AIP Foundation, the objective of the SAFE STEPS is directed to students in order to create a younger generation to participate in traffic safety. In addition to the propaganda on the streets, the campaign also introduces 6 video clips about traffic safety in the presence of Ambassador Yeoh reach 80 million households across Asia.
In September 2015, the SAFE STEPS programme targets were agreed as part of the UN Sustainable Development Goals (SDGs) with 2 goals, include Health: Target 3.6: by 2020 halve global deaths and injuries from road traffic accidents. Goal 2: Cities: Target 11.2: by 2030, provide access to safe, affordable, accessible and sustainable transport systems for all, improving road safety, notably by expanding public transport, with special attention to the needs of those in vulnerable situations, women, children, persons with disabilities and older persons.

SAFE STEPS Ambassador, actress and producer Michelle Yeoh with 1.500 students Vietnam.

SAFE STEPS Ambassador, actress and producer Michelle Yeoh has spent the past 8 years as an advocate for road safety. Michelle is a Global Road Safety Ambassador for the UN Decade of Action for Road Safety 2011 - 2020 and a member of the Commission for Global Road Safety and Officer of the Legion of Honour. Her heartfelt dedication saw her spearhead the UN’s Decade of Action initiative, as well as the FIA’s global Action for Road Safety campaign. 
The educational messages are also featured on the SAFE STEPS website, www.safesteps.com. Visitors to the website can access educational materials such as pamphlets and posters that can be downloaded for further dissemination in local communities. Through the combination of television, online and print materials, SAFE STEPS Road Safety aims to communicate important life-saving information to as many people in Asia and across the world.