The Inter-American Development Bank (IDB) and MTV Latinoamérica announced that they have joined with the young Colombian singer Marre to promote a road safety message “Do your Part—Safe Roads for All.” The public service announcement, which features the young singer, will premiered this week throughout Latin America on MTV.
More than 1.2 million persons die each year in highway accidents worldwide and some 50 million persons sustain non-fatal traffic injuries. Highway accidents are the principal cause of death of young people between the age of 10 and 24 in Latin America and the Caribbean. The most recent highway safety surveys in the region indicate a traffic mortality rate of 17 per 100,000 persons. According to projections for the year 2020, Latin America and the Caribbean will be the region with the highest rate of mortalities as the result of traffic accidents.
Many families cannot emerge from poverty because road accidents have claimed the lives of the persons responsible for providing the family income. Similarly, the family must pay for the care of a family member who has been left an invalid as the result of an accident. The region’s countries devote up to 4 percent of their gross domestic income on expenses related to traffic accidents.
The objective in the campaign “Do your Part—Safe Roads for All”—regarded as a pioneering initiative for the region—is to lead a process of change that helps to promote responsible behavior in the countries of Latin America and the Caribbean.