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Chuks Udo Okonta
Prudence Foundation, the community investment arm of Prudential plc, in partnership with Prudential Zenith Life Insurance and the Nigerian Red Cross Society, recently announced the launch of the SAFE STEPS Road Safety Initiative—a landmark program designed to enhance road safety awareness and reduce traffic-related fatalities across Nigeria.
The launch event, held at the Civic Centre in Lagos, brought together key stakeholders, including representatives from the Federal Road Safety Corps (FRSC), Lagos State Traffic Management Authority (LASTMA), the Road Transport Employers Association (RTEAN), and the Nigerian Union of Road Transport Workers (NURTW). The gathering underscored the urgent need for improved road safety measures and a collective commitment to saving lives on Nigeria’s roads.
According to the statement by the underwriting firm made available to this medium today, the pan-African Safe Steps Initiative delivers life-saving education through clear, accessible messages on critical topics such as responsible driving, helmet use, and first aid response.
“By leveraging mass media, digital platforms, and community outreach programs, the initiative aims to empower individuals with the essential knowledge to prevent road accidents.
“Road accidents remain a major public health challenge in Nigeria, claiming thousands of lives every year,” said Cherise Ige – Chief Strategy and Transformation Officer at Prudential Zenith Life Insurance. At Prudential Zenith Life Insurance, we believe safety starts with awareness.
“Through this initiative—developed in collaboration with Prudence Foundation—Prudential Zenith Life Insurance is taking proactive steps to equip our communities with the skills and information they need to stay safe.
“The SAFE STEPS Road Safety Initiative will be implemented in Lagos and Abuja through public service announcements, educational materials, and extensive community engagement, targeting all road users—from motorists and pedestrians to commercial transport operators.
“This initiative is deeply rooted in its sustainability ambition, delivering real-world impact and building long-term resilience in the communities they serve. It is also closely aligned with its purpose, ‘For Every Life, For Every Future’,” the statement added.
About Prudential Zenith: Prudential Zenith Life Insurance Ltd (PZL) is a fully owned subsidiary of Prudential plc, following Prudential plc’s acquisition of a 100% shareholding as of September 26th, 2024. It has become one of the most capitalized companies in the Nigerian insurance industry. With a gross written premium of N6.3Bn as of December 2022, PZL offers a wide range of individual products, including savings and investment-linked products, endowment, and protection plans designed to meet the needs of individuals and their families.
For corporate clients, the company provides Group Life, Key-Man Assurance, Credit Life, School Fees Protection, and Mortgage Protection, ensuring comprehensive coverage for the welfare of clients’ employees and families.
About Prudential plc: Prudential plc provides life and health insurance and asset management in 24 markets across Asia and Africa. Prudential’s mission is to be the most trusted partner and protector for this generation and generations to come, by providing simple and accessible financial and health solutions. The business has dual primary listings on the Stock Exchange of Hong Kong (2378) and the London Stock Exchange (PRU).
It also has a secondary listing on the Singapore Stock Exchange (K6S) and a listing on the New York Stock Exchange (PUK) in the form of American Depositary Receipts. It is a constituent of the Hang Seng Composite Index and is also included for trading in the Shenzhen-Hong Kong Stock Connect programme and the Shanghai-Hong Kong Stock Connect programme.
Prudential is not affiliated in any manner with Prudential Financial, Inc. a company whose principal place of business is in the United States of America, nor with The Prudential Assurance Company Limited, a subsidiary of M&G plc, a company incorporated in the United Kingdom.
In Africa, Prudential operates in eight countries namely Cameroon, Côte d’Ivoire, Ghana, Kenya, Nigeria, Togo, Uganda, Zambia and for almost ten years, it has offered affordable insurance and health solutions. Today, it covers over 2.2 million lives through a distribution network of more than 17,000 agents and 1700 bank branches.
For more information about the Safe Steps Road Safety Initiative, please visit prudentialzenith.com or email at coproratecomms@prudentialzenith.com.
About Prudence Foundation Resilient Communities, Today and Tomorrow: Established in 2011 in Hong Kong, Prudence Foundation is the community investment and philanthropic arm of Prudential plc and is a Hong Kong registered charitable entity. The Foundation builds financial wellbeing via financial literacy and inclusion, plus climate and health resilience for underserved Asian and African communities. We are committed to sustainable, long-term solutions that empower individuals and communities to make informed financial decisions, access affordable financial products, and be more prepared and protected against climate related health risks.
We actively engage in public-private partnerships, collaborating with governments, NGOs, and other private sector entities to build collective efforts for lasting change. To date, our programmes operate across 16 markets in Asia and Africa, reaching millions of people. For more information: www.prudencefoundation.com.
