Prince Michael of Kent has been unveiled as patron of a new road safety charity working to establish a world free from road fatalities.
The Towards Zero Foundation (TZF) has been set up as a platform for co-operation between organisations committed to the application of the Safe System approach to road safety management, which is based on the principle that life and health should not be compromised by the need to travel.
The UK registered charity will also push all United Nations (UN) member states to adopt effective strategies for road safety, and apply an adequate framework of policies and laws to support the achievement of ambitious casualty reduction targets.
It will support the aims of the UN Decade of Action for Road Safety 2011-2020 and UN Global Goals for Sustainable Development; which has set the ambitious goal of reducing road fatalities and serious injuries by 50% by 2020.
Prince Michael has become synonymous with road safety since 1987 when he established the Prince Michael International Road Safety Awards. He has also served as patron of the Commission for Global Road Safety, and is a strong supporter of the UN Decade of Action for Road Safety.
Prince Michael said: “I am very pleased to have been invited to serve as patron of the Towards Zero Foundation. I have long been a supporter of the vision zero or safe systems approach to road safety, pioneered by the Swedish government, and now taken up as a guiding public policy by transport legislators across the world.