Prudence Foundation, Prudential Zenith Life, Nigerian Red Cross unveil Safe Steps to reduce road accident

Stanley Ihedigbo

In a bid to reduce the alarming rate of road accidents and fatalities in Nigeria, Prudence Foundation, the community investment arm of Prudential plc, has partnered with Prudential Zenith Life Insurance and the Nigerian Red Cross Society to launch the SAFE STEPS Road Safety Initiative.

The launch event in Lagos, brought together key stakeholders, including representatives from the Federal Road Safety Corps (FRSC), Lagos State Traffic Management Authority (LASTMA), the Road Transport Employers Association (RTEAN), and the Nigerian Union of Road Transport Workers (NURTW).

The gathering underscored the urgent need for improved road safety measures and a collective commitment to saving lives on Nigeria’s roads.

According to the statement by the underwriting firm made available to this medium today, the pan-African Safe Steps Initiative delivers life-saving education through clear, accessible messages on critical topics such as responsible driving, helmet use, and first aid response.

“By leveraging mass media, digital platforms, and community outreach programs, the initiative aims to empower individuals with the essential knowledge to prevent road accidents.

“Road accidents remain a major public health challenge in Nigeria, claiming thousands of lives every year,” said Cherise Ige – Chief Strategy and Transformation Officer at Prudential Zenith Life Insurance. At Prudential Zenith Life Insurance, we believe safety starts with awareness.

“Through this initiative—developed in collaboration with Prudence Foundation—Prudential Zenith Life Insurance is taking proactive steps to equip our communities with the skills and information they need to stay safe.

“The SAFE STEPS Road Safety Initiative will be implemented in Lagos and Abuja through public service announcements, educational materials, and extensive community engagement, targeting all road users—from motorists and pedestrians to commercial transport operators.

“This initiative is deeply rooted in its sustainability ambition, delivering real-world impact and building long-term resilience in the communities they serve. It is also closely aligned with its purpose, ‘For Every Life, For Every Future’,” the statement added.