General Population

Launched by the United Nations in 2024, #MakeASafetyStatement is a global celebrity-driven campaign to halve road-related fatalities by 2030. The campaign mobilizes political will through billboards, social media, and partnerships with JCDecaux and Saatchi & Saatchi across 1,000+ cities in 80+ countries. Celebrities contribute personal safety pledges ("I drive slow," "I don't drive under the influence") to normalize safe behaviors. The campaign addresses road accidents as the leading killer of people aged 5-29, emphasizing simple rules: wear seatbelts and helmets, drive slowly, avoid distracted or impaired driving.

Vision Zero, adopted by Sweden's Parliament in 1997, fundamentally shifted road safety philosophy from blaming individual users to designing systems that accommodate human error. The ethical principle holds that "life and health can never be exchanged for other benefits." Implementation includes 2+1 roads with central barriers, roundabouts replacing intersections, 30 km/h urban speed limits, and vehicle safety investments. Since adoption, Swedish traffic fatalities have more than halved despite increased traffic. The approach influenced policies globally, including New York City's Vision Zero and the OECD Safe System Approach.

The United Nations Environment Programme partnered with Nigeria's National Environmental Standards and Regulations Enforcement Agency (NESREA) to establish a sustainable e-waste recycling model addressing Nigeria's significant e-waste challenge - approximately 71,000 tonnes imported annually, often disguised as donations. The partnership developed the National Environmental (Battery Control) Regulations 2024, implementing Extended Producer Responsibility (EPR) making manufacturers responsible for product recycling. Producers now contribute to public information campaigns, training programs, and collection systems. The model addresses the informal sector where workers engage in hazardous practices without protective equipment.

BIGRS is a $240 million initiative (2020-2025) implementing evidence-based road safety interventions across 15 countries accounting for 60% of global road deaths, including India, Vietnam, Brazil, Mexico, and Nigeria. The program works at national and city levels (30 cities including Mumbai, New Delhi, Hanoi, Ho Chi Minh City) to strengthen road safety laws, train police in enforcement best practices, redesign high-crash corridors, and raise consumer awareness of vehicle safety. Since 2007, BIGRS is estimated to have saved 312,000 lives and prevented 11.5 million injuries, with 75% of impact attributed to stronger legislation.

Zusha! ("Protest!" in Swahili) is an award-winning road safety campaign that empowers passengers of Kenya's matatu minibuses to speak up against reckless driving. Evocative stickers placed inside vehicles encourage collective action. A rigorous randomized evaluation of 11,737 matatus (2011-2013) demonstrated remarkable results: 25-32% reduction in insurance claims, 1 km/h decrease in average speed, an estimated 140 fewer road accidents and 55 lives saved annually. Cost-effectiveness was exceptional at US$10-45 per disability-adjusted life-year saved. Stickers with images (car crashes, passengers reproaching drivers) outperformed text-only messages. The campaign scaled nationwide in 2015 and expanded to Tanzania, Uganda, and Rwanda.

Enviroserve Rwanda operates East Africa's only state-of-the-art e-waste dismantling and recycling facility through a public-private partnership with the Rwandan Government. In 2023, Rwanda launched a national campaign to boost e-waste collection and recycling, partnering with the Ministry of ICT and Innovation, Ministry of Environment, RURA, UNEP, and ITU. The campaign raises awareness about proper e-waste disposal and its environmental and health impacts. The facility offers free e-waste collection from government institutions and provides certified data destruction, battery recycling, and technical training programs. The initiative has created over 300 green jobs with plans to expand to 1,000.

The International Organization for Migration (IOM) implements comprehensive counter-trafficking campaigns worldwide as part of its prevention and protection strategy. Campaigns raise awareness about trafficking risks and recruitment tactics, equip vulnerable populations with protective information, encourage reporting of suspected cases, and train professionals to identify trafficking indicators. IOM integrates anti-trafficking measures into humanitarian emergency responses and develops e-learning courses for humanitarian staff. The organization backs initiatives like Mission 89's "The Line We Don't Cross" campaign combating child trafficking in sport. Campaigns emphasize empowerment over stigmatization.

WHO's global social media campaign combating COVID-19 misinformation through the 'infodemic' response. Leveraging TikTok, Instagram, Twitter, and YouTube, the campaign partnered with influencers and celebrities worldwide to counter false health claims with accurate information. Featured viral dance challenges, myth-busting content, and shareable graphics translated into dozens of languages. The campaign specifically targeted youth populations most active on social media platforms, using humor and pop culture to make health messaging engaging and shareable.

NaijaHate is a World Bank SocialAI initiative developing context-specific AI algorithms for hate speech detection on Nigerian Twitter. Recognizing that AI models trained on Western datasets perform poorly in Global South contexts, the project created a dataset of 35,973 annotated Nigerian tweets and a pretrained language model (NaijaXLM-T) tailored to Nigerian English and Pidgin. Four Nigerian annotators representing Hausa, Yoruba, Igbo, and Fulani ethnic groups labeled content as hateful, offensive, or neutral. The research found traditional HSD models overestimate real-world performance by two-fold, highlighting the need for culturally-aware AI in content moderation.

Praekelt.org's Turn.io platform powering government WhatsApp health helplines across Africa reaching 40+ million users. During COVID-19, South Africa's 'MomConnect' and 'HealthAlert' services provided automated symptom screening, vaccine information, and mental health support via WhatsApp chatbots. The platform uses conversational AI to provide 24/7 health information in local languages, with human escalation for complex queries. Extended beyond COVID to maternal health, HIV prevention, and general health information services across multiple African countries.

USAID's Democracy, Human Rights, and Governance (DRG) programs support democratic openings, counter corruption, and promote evidence-based development in countries including Malawi, Tanzania, Zambia, Nepal, Moldova, and Honduras. The program uses social and behavior change approaches to address corruption, focusing on understanding motivations and leveraging interventions that influence norms. Media literacy initiatives help citizens navigate disinformation. Progress is tracked through the V-Dem liberal democracy index and World Justice Program Rule of Law Index. The DRG Policy addresses emerging threats like digital authoritarianism and sophisticated corruption networks.

The World Bank GovTech program uses AI and machine learning to enhance citizen engagement and improve government service delivery globally. The GovTech Advisory and Guidance Tool (GTAG) uses conversational AI to help development practitioners design digital government projects. The Digital Citizen Engagement Index (DCEI) measures digital participation platforms, feedback mechanisms, and open data portals. In Georgia, the program developed AI for accurate tax audits, while in Vietnam it enhanced data-driven citizen feedback systems. An AI Working Group co-chaired by Estonia and Nigeria brings together 35 governments to develop sound AI policies for inclusive, citizen-centered public sectors.

A global social media movement engaging men and boys in gender equality and ending violence against women. Operating across Facebook, Twitter, and Instagram in 70+ countries, the campaign uses hashtag activism, personal storytelling, and viral challenges to shift masculine norms. Features include #HeForShe solidarity pledges, #16Days of Activism content calendars, and localized campaigns like India's 'Ring the Bell' and South Africa's 'One Man Can.' The digital movement complements on-ground programming to create multi-level behavior change.

The world's largest peacebuilding organization using media and communications to prevent violent extremism. Since 1982, SFCG has used TV dramas, radio soap operas, and digital campaigns to transform conflict across 30+ countries. Signature programs include Studio Ijambo (Burundi, credited with helping avert genocide through Hutu-Tutsi dialogue) and The Team (soccer drama series promoting peace). Their 'Common Ground Approach' builds bridges across divides through collaborative storytelling and community-led counternarratives to extremism.

South Africa's Arrive Alive campaign, led by the Department of Transport, addresses drunk driving - responsible for 50% of road fatalities where drivers have BAC above 0.05g/100ml. The RTMC's "Get There. No Regrets" campaign uses hard-hitting TV/radio ads depicting accident aftermath. The campaign also reintroduced Danny the Cat mascot for children's road safety education and works toward integrating road safety into school curriculum. Partners include NGOs like South Africans Against Drunk Driving (SADD) and corporate initiatives. Despite challenges with enforcement and conviction rates, the campaign targets 30-50% reduction in accidents.