Deployed as of 10 March in 30 cities around the world (Paris, New York, Mexico...), it will later be extended to 70 countries and translated into 30 languages, on all five continents. All 245 FIA Clubs around the world are being invited to support the campaign.

To mark this launch, a giant poster measuring 218 m² was affixed to the facade of the Automobile Club de France, place de la Concorde. It shows the visuals of the campaign featuring the 10 "Golden Rules[1]", each of which is accompanied by a famous ambassador:

- athletes like Yohan Blake, Haile Gebrselassie, Antoine Griezmann, Vanessa Low, Rafael Nadal and Wayde van Niekerk

- racing drivers like Fernando Alonso, Felipe Massa, Marc Marquez and Nico Rosberg

- artists like Pharrell Williams and Michelle Yeoh, and

- politicians like Anne Hidalgo.

On the occasion of this conference, a video message was shared ("Slow down to save lives") from his Holiness Pope Francis.

FIA President Jean Todt then reminded the attendees of the importance of road safety: "We must remember that 1.25 million people are killed on the roads each year, which means 3500 every day including 500 children. Road crashes are the number one cause of death among 15 to 29 year olds. It must be realised that road crashes, just like aids, tuberculosis and malaria, are a major pandemic".

That is the challenge that this campaign, of unprecedented visibility, seeks to address. As Jean-Charles Decaux, the co-CEO of JCDecaux, said: "Very soon, this campaign will have been seen 1 billion times. It will be everywhere in the world: on the beach in Rio de Janeiro, on Fifth Avenue in New York, in the streets of Tokyo, on the buses in Rome".

International institutions, such as the International Olympic Committee (IOC), have voiced their support for the new campaign launched by the FIA and JCDecaux.

Zeid Ra’ad Al Hussein, the United Nations High Commissioner for Human Rights, stressed the importance of the campaign: "I cannot tell you how important this campaign is – not only for those who are directly affected by accidents but also for those affected in the long term".

Violeta Bulc, the European Commissioner in charge of transport, pointed out that the role of such awareness campaigns was also to engage the decision-making bodies, to convince them to make road safety a priority. "Every day the health and lives of thousands of children are put at risk through traffic accidents around the world. This human tragedy comes at a huge cost to society. To make the world healthier and safer for all, road safety needs to be a priority".

Anne Hidalgo also attended the conference, in her joint capacity as the Mayor of Paris, President of the C40 and campaign ambassador, to speak about the action taken by major cities to prioritise road safety. "In Paris, we have formed this simple project: to have cities in which it is safe to let go of our children’s hands," she declared.

Thomas Bach, president of the International Olympic Committee, concluded the press conference with these few words in support of unity: "Making the world healthier and safer for all is a team effort. By working together with our partners, I know that we can do our part to educate the public and make the roads safer for our children. Together, we can make the world a better place for the next generation. It is our privilege to stand at your side to achieve this important goal".