// October 12, 2017

Every year, 1.25 million lives are lost worldwide due to road traffic fatalities. This directly translates to 3,500 people killed every day, 500 of which are children. Young people are particularly affected as road traffic crashes are the main cause of death of 15 to 29 year olds. To tackle this challenge, the FIA has partnered with JCDecaux, number one outdoor advertising company worldwide, and together, they launched the #3500LIVES global campaign on 10 March 2017 thanks to the support of 13 world renowned ambassadors from the sport, music and film industries. Through a concrete and positive approach, the #3500LIVES campaign aims to raise awareness and prompt all road users to adopt simple, easily applicable and efficient rules. So far, the campaign has been visible in over 900 cities, in more than 75 countries.

Today, the FIA is releasing a new #3500LIVES campaign visual featuring Michael Fassbender to illustrate the “check your vision” rule. Recently added, this Golden Rule encourages all road users to check their vision regularly and wear appropriate glasses on the road. Indeed, vision is critical to the decisions road users make on the road and poor vision can notably increase their reaction time, putting themselves and others at risk. Moreover, public awareness is low and access to quality eyeglasses remains limited in many regions of the world.

By embodying this rule, Michael Fassbender will add on to the 13 existing campaign Ambassadors from the worlds of art (Michelle Yeoh and Pharrell Williams), motor racing (Fernando Alonso, Nico Rosberg, Marc Márquez, and Felipe Massa), sport (Rafael Nadal, Yohan Blake, Wayde van Niekerk, Vanessa Low and Haile Gebrselassie), and politics (Anne Hidalgo) who aim to raise awareness on other key risk factors such as speed, alcohol, seatbelts.

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