Decade of Action countdown: Road Safety Ambassador

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He is perhaps one of the most beloved characters on television around the world, and over the next ten years, he will help put road safety on the map – and in the minds of children everywhere. Grover is a Muppet character selected by Sesame Workshop to be the global Road Safety Ambassador for the Decade of Action. The furry, friendly creature will star in three public service announcements that will debut on 11 May 2011.

Sesame Workshop has further committed to participating in the Decade of Action by mobilizing media to make road safety awareness a “top-of-mind issue among road users”, and incorporating road safety content into all local Sesame programmes. They will promote road safety with global partners, and provide “live” Muppet appearances at global road safety events, all in the aim of achieving measurable improvement for road safety behavior, and help reduce road related injuries and fatalities.

“The Decade of Action is a critical opportunity for coordinated action among our global partners,” says Robert Knezevic, Sesame Workshop regional director, adding that he hopes “to mobilize our media and reach to promote road safety awareness among road users, especially families with young children.”

Sesame Workshop currently have project staff and programmes on-air in Afghanistan, Australia, Bangladesh, Brazil, Canada, China, Denmark, Egypt, Germany, India, Indonesia, Israel, Jordan, Nigeria, Palestine, Mexico, South Africa.