Thirty-five stakeholders from government, target universities, and media convened in Phnom Penh to discuss the proposed Safety Delivered television commercial (TVC). At the meeting, we presented the storyboard for the TVC to the stakeholders, including H.E. Min Meanvy, Secretary of State of the Ministry of Public Work and Transportation, and General Ty Long, a Senior Representative from the Cambodian National Police. The TVC is intended to inform young people about the risks of distracted driving, especially the use of mobile phones while driving.

Attendees evaluated the proposed TVC for effectiveness in messaging and provided their comments and suggestions. Strategies for disseminating the message nationwide to reach a wider audience were also discussed. Particular focus will be placed on targeting young people and university students, who are among the highest-risk groups of road users. Following the meeting, we will incorporate all feedback and suggestions and revise the TVC as necessary.

H.E. Min Meanvy, Secretary of State of the Ministry of Public Work and Transportation, offered the support of the government for the campaign, “On behalf of the National Road Safety Committee I fully support this behavior change campaign developed by the Safety Delivered program.”

General Ty Long, a Senior Representative from the Cambodian National Police, also spoke to the close collaboration by the Cambodian government on the campaign,”We have consulted in the development of the two TVC storyboards and the campaign’s messages targeting young people since the beginning of concept development.”

The final TVC will be broadcast early next year and is a partnership between AIP Foundation, The UPS Foundation, and the Cambodian government.

View more photos from the meeting here.

Read the media advisory here.