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to Cambodians, there are 30 times more road

crash-related deaths than those caused by
malaria, dengue fever and landmines combined. A foundation
Helmets are just one of the many tools that
can save lives. During a road crash, wearing
for life
one reduces the risk of death by 42 per cent
and serious injury by 69 per cent. Despite the
widespread use of motorcycles, however, helmet-
wearing rates for both adults and children have Our aim has always been to For more than 17 years, the AIP
historically remained low in Cambodia. And law empower people with the tools Foundation has been a leader in

and knowledge necessary to

enforcement efforts have been inadequate until community programmes and on
2015, there was no law requiring motorcycle the global road safety stage
passengers to wear helmets. In recent years, make Cambodias roads safe
international and domestic players have teamed Greig Craft moved from the United
up to fight this deadly reality. States to Vietnam more than 20 years
ago. One of the first things he noticed
about the south-east Asian country was
COLLABORATING TO SAVE LIVES its intense motorcycle traffic, yet
Chantheavin received the motorcycle helmet that critically low helmet-wearing rates.
protected her during her crash as part of the AIP Craft decided to take action. In 1999,
Foundations Head Safe, Helmet On programme, he founded the AIP Foundation.
which was supported by USAID-Development students and teachers from 18 schools about Increasing access to quality helmets felt
Innovation Ventures, the FIA Foundation and road safety while providing them with quality like the logical first step in saving lives on
It felt like any other day. Chantheavin, eight, was other partners. The Cambodian government was helmets. At least 332 of these students have been Vietnams roads, says Craft. We have
travelling on the back of her fathers motorcycle. also involved in the initiative. AIP Foundation is a protected from potential head injuries. grown exponentially since launching our
The dust from the road swirled around her as road safety non-profit organisation with 17 years The campaign also harnessed the power of initial activities, constantly adapting to
they made their way down an unkempt highway. of experience in the industry. the media to raise awareness about the new law. new community needs.
Farmers tended to their crops and factory Head Safe, Helmet On aimed to increase Billboards and TV adverts featuring culturally The AIP Foundation has worked in
workers headed to one of the many nearby passenger helmet use in Cambodia through relevant characters were shown nationwide. partnership with local governments and
facilities agriculture and industry contribute to three components: school-based programmes, Nearly 300 outdoor ads were installed around the communities to prevent road fatalities
much of the areas economy. Chantheavin and mass-media communications and an advocacy country, and the message was broadcast on radio and injuries in low to middle-income
her family have called this rural region Kampong campaign. From 2014-16, the programme served and television hundreds of times. The adverts countries. It currently has offices and
Speu Province, Cambodia home for years. more than 14 million people nationwide. were viewed more than four million times online. representatives in Cambodia, China,
There had recently been an influx in heavy Our aim has always been to empower Though education and mass-media activities Thailand and Vietnam.
lorry traffic travelling along the same poorly- people with the tools and knowledge necessary reached millions, the AIP Foundation knew it Throughout its nearly two-decades long
paved road that Chantheavin and her father to make Cambodias roads safe, says Pagna needed to build a strong road safety culture history, the AIP Foundation has been
regularly drove on, making it dangerous to Kim, Cambodia Country Director at the AIP among public sector players. The programme heavily involved with advocacy efforts
navigate. Chantheavins father has been driving a Foundation. As an NGO, were not responsible engaged with 2,660 government stakeholders to pass and enforce mandatory helmet
motorcycle for years and is a taxi driver by trade, for enforcement and we cannot be everywhere at and worked with traffic police to enhance laws in Vietnam and Cambodia. It has

and he is always cautious when driving along once. We trust that over time, communities can enforcement efforts. At a local level, it established also led school-based programmes,
these roads. Navigating bumps and debris was no take ownership and affect change. community working groups that empowered mass-media campaigns and other
06 simple feat. But on that day, Chantheavins father The programme was launched in June 2014. everyday leaders to develop their own initiatives. life-saving activities with global partners
did not realise there was a pothole in his path. As Long-term advocacy efforts led by the AIP Communities have already picked up the ranging from multi-national

/ his motorcycle tyre hit the rut, he lost control of Foundation came to fruition in January 2015 baton. Instead of issuing fines to offenders, corporations to international aid

his vehicle and crashed into the side of the road. with the passing of a mandatory passenger police officers in Kandal Province recently started organisations. In 2001, it launched
In that moment, I didnt care about anything helmet law. Enforcement of the legislation, selling helmets to them. In the initiatives first day, Protec, a social enterprise helmet
except that my daughter was going to be okay, which required that passengers wear helmets 70 helmets were sold and the government may factory based in Hanoi, Vietnam.
her father says. for the first time, commenced in January 2016. expand this tactic to other regions. The non-profit organisation has

The crash happened so fast. Before I could From 2014-16, adult passenger helmet wearing ambitious plans for the coming years.
realise what was going on, I had flown from my rates in the programmes three target provinces AIP Foundation will continue to tackle
dads motorcycle and everything hurt, recalls increased from 11 to 36 per cent. Its estimated helmet and pedestrian safety, while also
Chantheavin. She had legs, knee and back injuries. that throughout Head Safe, Helmet Ons expanding its efforts to teach driving

But thanks to her helmet, she suffered no head implementation, 349 crash-related casualties skills and implement anti-speeding
injuries and survived the potentially fatal incident. were prevented and more than $3 million USD initiatives. This year, it will also launch
In Cambodia, this story is not unique a in losses were avoided in these regions thanks activities in Myanmar, while continuing
motorcycle is often the family vehicle. Motorised to increases in both adult driver and passenger robust programmes in its current bases.
two- and three-wheelers account for more than helmet usage.
80 per cent of all vehicles in the country. Whether
theyre commuting to school or work, or visiting
family in the countryside, people of all ages hop SPREADING THE MESSAGE
Road safety organisations including the FIA on two-wheelers daily, making them some of The AIP Foundation and FIA Foundation have

FOUNDATION that have campaigned for greater the worlds most at-risk road users. Every day in been working together to increase helmet use
Cambodia, six lives are lost and 15 more people in Cambodia since 2009. Head Safe, Helmet The Head Safe, Helmet On
helmet use in Cambodia to reduce fatalities are are seriously injured in crashes. Contrary to On built upon this experience and pushed the programme has promoted
helmet use in Cambodia,
now seeing the fruits of their labour the popular idea that infectious diseases and boundaries of previous road safety work. The where motorcycles are
unexploded ordnance pose the greatest threats programmes school-based activities educated often the family transport.
06 UP
Gallery The Big Charles Drive to Chase Carey Cities in motion Tommi Welcome to Porsches Derek Daly
/ News Question Leclerc start-ups Lewis Roads to recovery Mkinen club world race to road
2017 Hamilton Paths to glory Renault history
Wise heads save lives Alpine A110
The road less travelled
Powering peak performance
Carlos Tavares interview
Yohan Blake, #3500 Lives

Head Safe,
The economic effects of road accidents can be
devastating. They cost some countries between \
three to six per cent of their annual GDPs and
they disproportionately occur in developing THE PROBLEM ON CAMBODIAS ROADS WHAT WAS ACHIEVED
countries. In 2013, the government estimated that
road accidents caused Cambodia to lose more 6 lives are lost
every day
Road trauma accounts for
30x more deaths in Cambodia
The AIP Foundation
partnered with USAID-

15 injured
than $330 million USD. more seriously than malaria, dengue fever, DIV, the UPS Foundation, Phnom Penh
Ros Sonat, a 34-year-old mother of three and landmines combined FIA Foundation, CDC and Kandal
2014 - 2016
Cambodias Government to
from Phnom Penh, was involved in a crash while increase passenger helmet
driving her children to school in February. She use in Cambodia, targeting Kampong Speu

was crossing a major thoroughfare in the city three provinces:

when another motorcycle crashed into hers.

Reaching 226,358 more
Though her children were safe and her head was
71% 59% 79% direct and over NEWS than 360
protected by a helmet, she suffered other injuries 14 million indirect mentions of
of road of motorcycle of fatalities
that cost her around $400 USD in medical bills fatalities are fatalities suffered did not wear beneficiaries over AIPs work in
motorcyclists head injuries helmets two years, with the media.
thats nearly equivalent to a familys average
monthly income in an urban area of Cambodia.
accidents more than many. Her husband,

of Cambodia, was seriously injured in a car

Quality helmets THE MESSAGE WAS DISPLAYED In 2015, after concerted advocacy
crash while on a business trip in 2014. He is
and road safety 18 BROADCAST: ON OVER: efforts by AIP Foundation and others,
permanently disabled from the incident. Now, he education were schools a motorcycle passenger helmet law
is no longer capable of working and his medical provided to: was promulgated
needs place significant burdens on his family.
In 2016, less than a year later,
Head Safe, Helmet On has empowered 21,033 575 400 times 700+ times 270 outdoor enforcement commenced
communities in Cambodia to be safe road users, students educators on TV on radio ads nationwide, supported by national
yet Ros and her familys story highlights the and sub-national action plans led
and 36,788 parents were engaged AND VIEWED by AIP Foundation
abundance of work left to be done.
Average helmet wearing rates times online ENFORCEMENT WAS MAINTAINED
across the 18 primary schools THROUGH:
KEEPING CHILDREN SAFE 302 community activities reached
increased from:
Young people like Chantheavin and Ross children more than 154,000 people Engaging 2,660
are involved in road accidents all too frequently <1% 75% stakeholders at a national
in Cambodia. Worldwide, road crashes are the and sub-national level
second leading cause of death for five to 14-year- PROVINCES FOUND:
Hosting an international
olds. In Cambodia, 99 per cent of children killed
enforcement study tour
on the roads are not wearing helmets. Though its with national and sub-
mandatory for children aged three and over, there national traffic police
is no decree that requires fining someone if their 96% 100% 73%
recalled the awareness encourage Resulting in over 41,000
child is not wearing a helmet. With no penalty, its mass-media of the new their fines issued within
Compared to
virtually impossible to enforce the law. <1% to 4% in control schools campaign passenger passengers six months to non-
helmet law to wear a helmeted passengers in
Chantheavins father is one parent whose
helmet targeted provinces
personal experience has made him a child
helmet advocate. Both he and his daughter have
spoken extensively to their community about IMPACT
how something too often overlooked a helmet Nationally, based on preliminary
saved Chantheavins life. The AIP Foundation and FOUNDATION ESTIMATES: crash data, non-helmeted deaths
Adult motorcycle On national and injuries have reduced
its partners are devising future plans to improve
passenger helmet roads, it 349 adults were
child helmet compliance using lessons learned use increased from: increased to protected from injuries Jan-June Jan-June Jan-June Jan-June
from its work in Cambodia, as well as similar and/or fatalities and 2014 2016 2014 2016
11% 36% 45%
initiatives in Thailand and Vietnam.
We have been working on road safety $3,089,316
USD was
initiatives in Asia and Africa for 17 years, which
to saved
allows us to apply our best practices across a
Based on crash reports
range of cultures, says Mirjam Sidik, CEO of the from target schools:
AIP Foundation. Head Safe, Helmet On stands 2014 2016 2016 1,922 1,430 990 793
332 were saved
as one of our most memorable programmes Helmet use rates also increased for drivers from potential Driver deaths Passenger deaths
because its a testament to the power of and children and improved nationally head injury and injuries and injuries
cross-sector cooperation and community
empowerment. Were proud of our achievements,
yet we know our work has only just begun.