Greig Craft, Founder and President, and Hoang Thi Na Huong, Deputy Chief Executive Officer of the AIP Foundation with HRH Prince Michael of Kent
LONDON, United Kingdom – Fundação AIP has won a 2025 Prince Michael International Road Safety Award for the SAFE STEPS Kids Road Safety program currently being implemented in Cambodia and Vietnam. The Prince Michael International Road Safety Awards are presented yearly to organizations in recognition of their outstanding contribution to improving road safety.
H.R.H. Prince Michael of Kent, a long-time patron of road safety efforts worldwide, presented the award to Greig Craft, President of AIP Foundation, and Hoang Thi Na Huong, Deputy Chief Executive Officer of AIP Foundation.
“We are truly humbled to receive this distinguished award. The SAFE STEPS Kids Road Safety program is a powerful example of what can be achieved when governments, schools, and communities come together with a shared vision: protecting our children. This recognition reinforces our dedication to expanding life-saving road safety education across Cambodia, Vietnam, and beyond, ensuring that every child has the opportunity to learn and grow safely,” shares President Greig Craft.
SAFE STEPS Kids Road Safety program: A regional initiative safeguarding youth
O SAFE STEPS Kids Road Safety program aims to mitigate the risks students in Vietnam and Cambodia experience every day by providing students with safe equipment, proper road traffic education, and safer infrastructure surrounding their schools. The program encompasses a holistic approach, in which education plays a key role in promoting safe road user behaviours, in addition to the helmet safety and infrastructure upgrade components of the program. The long-term objective is for the government to embed safe school zone infrastructure into national policy frameworks, which is inherently aligned with AIP Foundation’s regional work on safe school zones.
SAFE STEPS Kids is a multi-platform public service program created by Prudence Foundation, in partnership with the International Federation of Red Cross and Red Crescent Societies (IFRC) and Cartoon Network. As a flagship initiative of the Prudence Foundation – the community investment and philanthropic arm of Prudential PLC – SAFE STEPS is essential to advancing the company’s CSR and sustainability goals. It is implemented in both Cambodia and Vietnam with generous support from Prudential Cambodia and Prudential Vietnam, respectively.
“We are incredibly proud to see the SAFE STEPS Kids Road Safety program recognized with the Prince Michael International Road Safety Award. This achievement reflects the strong partnership between Prudence Foundation, AIP Foundation, and our dedicated community and government partners in Cambodia and Vietnam. Together, we are equipping children with essential knowledge that empowers them to stay safe on the roads and build brighter futures,” shared Nicole Ngeow, Executive Director, Prudence Foundation.
O Fundação Prudência and AIP Foundation’s longstanding partnership has fostered effective collaboration over the past five years. Key government stakeholders, including Vietnam’s National Traffic Safety Committee and Ministry of Education and Training, and Cambodia’s Ministry of Public Works and Transport and Department of Education, Youth and Sports, have also expressed their support and commitment to the program interventions.
SAFE STEPS Kids Road Safety program: Outstanding achievements in road safety
Together with the Prudence Foundation, Prudential Country teams in Vietnam and Cambodia, AIP Foundation have directly reached more than 29,000 students and indirectly impacted the lives of more than 4 million community members through the SAFE STEPS Kids Road Safety program.
Utilizing iRAP’s Star Ratings for Schools methodology, 84 school zones were assessed across 9 provinces (6 in Vietnam and 3 in Cambodia). 17 schools (15 in Vietnam, 2 in Cambodia) received upgrades, including rumble strips, traffic signs, zebra crossings, key road markings, flashing beacons, and 30km/hr speed limit signs. Star Rating for Schools (SR4S) is an award-winning evidence-based programme of tools, training, and support to measure, manage and communicate the risk children are exposed to on a journey to school.
In Vietnam, 14,642 certified helmets have been distributed, leading to an increase in student helmet use from 29.9% to 79.8% at targeted schools. In Cambodia, 3,550 helmets have been distributed while a “No helmet, no parking on school premises” policy was established in one of the pilot phase’s target provinces. This led to the average helmet-wearing rate to increase from 21.5% to 70.34%.
These achievements have directly influenced major government actions in both countries, embedding school zone safety into national policy guidelines. In Vietnam, the program played a key role in pioneering recommendations found in AIP Foundation’s Guia de Zonas Escolares Seguras (Guia SSZ). Throughout 2024, the Vietnamese government invested USD 3.5 million to upgrade 3,300 schools nationwide – a direct result of the Guia de zonas escolares seguras and its use as an advocacy tool. Furthermore, global scaling of the program is possible through the existing Star Ratings for Schools methodology, the Safe School Zones Guide by AIP Foundation and FIA Foundation, and the Prudence Foundation’s broader SAFE STEPS Kids network. The program’s implementation across various countries including as Hong Kong, Malaysia, Singapore, Indonesia, Thailand, and Taiwan, proves that the scalability of the program to new contexts is feasible.
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