AIP Foundation is calling university students from Cambodia, Thailand, the Philippines, and Vietnam to be part of the Heads Up! campaign, a video-making public service announcement (PSA) competition aimed at promoting the helmet culture among young motorbike drivers. The winning video will be awarded US$1,000 and technical support to develop into a full-fledged campaign that will be part of the global launch.

Young people on motorbikes have become an icon of Southeast Asian streets. Scenes of students riding on colorful scooters in the mornings as they make their way to schools depict a region that’s striving to move forward towards a better future. The sound of their engines and honks is a welcome addition to the rush-hour noise. The youth — which makes up about one-fifth of the population — now own the streets of Southeast Asia.

A report by the World Health Organization revealed that Southeast Asia’s poor infrastructure and mismanaged traffic claimed approximately 300,000 lives a year. The WHO further noted that road traffic injuries are the leading cause of death of people aged 5-29. It’s a “silent endemic” that’s been hurting the region for decades, and the numbers are seen to increase year after year.

Motorbike helmets are designed to protect the wearer’s head from severe forms of traumatic brain injuries. Studies have shown that the helmet absorbs the impact during a fall or a collision. Helmets reduce the risk of head injury by at least 45 percent, brain injury by 33 percent, facial injury by 27 percent, and fatal injury by 29 percent.

In Cambodia, Thailand, the Philippines and Vietnam, where traffic accidents kill more people than HIV/AIDS, the strict implementation of helmet safety started many years ago. Laws have been passed, checkpoints are conducted regularly, and campaigns have been pushed.

Mr. Greig Craft, President of FIA Region II (Asia Pacific), shared, “As countries in the developing world continue to experience rapid economic shifts and turn to motorized mobilization, road crashes will continue to harm our innocent people, especially children and young adults. Substandard helmets – which offer zero head protection – continue to plague our local markets, killing and maiming our loved ones. This is as unethical as selling fake medicines. Through the efforts of organizations like AIP Foundation, FIA and FIA Foundation, the world is understanding that there are solutions.”

Through programs that focus on local, provincial and national levels, AIP Foundation, FIA and FIA Foundation raise awareness on helmet use and traffic safety, targeting the most affected demographic - young drivers. The organizations also proactively participate in international advocacy efforts to urge world leaders to prioritize road safety efforts in development schemes.

PV