SAFE STEPS is produced and developed by Prudence Foundation, the community investment arm of Prudential plc. At its core, SAFE STEPS is a series of public service announcements with the objective of raising awareness and providing easy-to-understand educational information on life-threatening issues in the hope of saving lives and building more resilient communities. SAFE STEPS is a partnership between Prudence Foundation, the International Federation of Red Cross and Red Crescent Societies and National Geographic Channel for all programmes. The Federation Internationale de l'Automobile (FIA) is also a principal partner for SAFE STEPS Road Safety. The SAFE STEPS programme underscores Prudence Foundation's steadfast commitment to protecting lives and serving the needs of communities throughout Asia and Africa.