Pru Life UK inks partnership for road safety advocacy » Manila Bulletin Newsbit



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.

From left: Deputy for Office of the Assistant General Manager for Planning, Jose Campo; MMDA Chairman, Danilo Delapuz Lim; Pru Life UK President and CEO, Antonio De Rosas; and Pru Life UK SVP and Chief Marketing Officer Allan Tumbaga.

Safe Steps Road Safety is a ground-breaking public service initiative aimed at raising awareness about road accidents: 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.

These videos focus on the key aspects to bear in mind for both motorists and pedestrians, such as distracted driving, drunk driving, motorcycles, pedestrians, seatbelts and speed limits.

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.

Since its founding in 2014, Safe Steps has launched campaigns on natural disasters, road safety, and first aid to arm the public with useful and practical information on how to be survivors.

“We aim through this partnership to help decrease the number of road accidents in the Philippines and eventually build a more motorist- and pedestrian-friendly country,”said Pru Life UK President and Chief Executive Officer, Antonio De Rosas.

“The MMDA appreciates its partnership with Pru Life UK not only in generating public awareness on road safety and the prevention of road accidents but also in the provision of accident insurance coverage for the MMDA employees,” said MMDA Chairman, Danilo Delapuz Lim.

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.

To know more about the program, visit

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