1) Road safety statistics in Colombia show a reduction in traffic deaths of 36.8% between 1995 and 2007, despite increases in population and vehicles. 2) Motorcycles are a major risk factor, with motorcycle drivers 7.8 times more likely to die than car drivers. Helmet use and driving courses are areas needing improvement. 3) The Road Prevention Fund (RPF), financed through vehicle insurance, runs successful public awareness campaigns that have helped reduce traffic deaths and change driver behavior. Coordinated enforcement and media coverage amplify campaign messages.

1. A successful institutional framework for traffic safety prevention in Colombia ‐

2. Road safety diagnosis in Colombia

3. Road safety statistics in Colombia Sources: FPV, INML y CF – DANE - Mintransporte ** Without indirect deaths counting 1995 2007 % Population 38.881.250 43.926,034 12,97% Vehicles 2.206.319 4.951.225 124,41% Accidents 179.820 186.362 3,64% Deaths 7.874 **4.975 -36,82% Injuries 52.547 34.889 -33,60%

4. Road safety statistics in Colombia 36,8% ** Without indirect deaths counting Sources: INML y CF

5. Road safety statistics in Colombia 69,9% reduction Sources: INML y CF - Mintransporte

6. Risks Sources: Mintransporte More high risk vehicles on the road

7. Road safety statistics in Colombia Sources: INML y CF Deaths by actor

8. Road safety statistics in Colombia 69,23% reduction Sources: INML y CF – Mintransporte Fatalities rate per 10.000 motorcycles

17. Risks Sources: FPV Motorcycles VS Transmilenio

19. The RPF has been the engine behind the road safety success in Colombia

20. The Road Prevention Fund Regional Risk factors Organization

21. Why the RPF campaigns are successful?

22. Components of RPF campaigns

23. Campaigns stages Campaigns have been changing according to the way people behaves

24. Campaign examples

26. Alcohol campaigns All this components together are stronger than if they work alone

27. Alcohol campaigns

29. Alcohol campaigns Week 1,67 The alcohol limit in Colombia is 0,04 BAC Sources: FPV

31. Social awareness campaign Sources: FPV What do you do when you watch the campaign?

32. Social awareness campaign How had your preventive behaviors changed? Sources: FPV

33. Social awareness campaign This campaign was used by other countries like Ecuador, Peru, Panama, etc. International publicity awards (FIAP)

34. Results

35. Results Sources: FPV, INML y CF In 10 years, more than 36.000 lives have been saved

36. Results Reduction of 50% Sources: FPV, INML y CF