Safe, secure world

One of the best ways our business can safeguard customers from everyday risks is to help prevent those risks from ever arising

Our review of material issues identified that our stakeholders want us to focus less on risk transfer and more on active risk avoidance. We do this by running safety campaigns relevant to each region.

Our road safety campaigns encourage our customers to drive safer, obey the rules of the road and stay aware of other road users.

RSA's Kenny Leitch, global connected insurance director, stands in front of an animation from the Safe Secure World film, part of our Making Things Better Together 2016 online Corporate Report. Copyright RSA Play video
Kenny Leitch, RSA's global connected insurance director, describes what "Safe Secure World" means to us

Our water safety campaigns highlight the risks of swimming—making sure everyone is aware of their swimming ability and teaching children and babies to be water safe.

We have now run 18 safety campaigns across all our core regions, reaching a staggering 2,766,291 people.

Why is it important?

As a general insurer offering household, pet, motor and business insurance, we have both a commercial and human interest in keeping people safe.

Our actions are guided by major safety concerns, including:

  • Roads: Each year, 1.24 million people die on our roads. That’s one person every 25 seconds. Another 50 million per year are injured. Traffic accidents in the UK account for 15% of all deaths of young adults aged between 15 and 25 years

  • Water: 2014 saw 137 people drown in Sweden—the highest number for 12 years. Of the 116 men who died, 60% of those over-50 had alcohol in their blood.

  • Fire: Fort McMurray, Alberta Wildfires—80,000 people evacuated, approximately 2,400 homes and buildings destroyed.

How do we tackle the issue?

We work to protect millions of people around the world every day and help them live safer, more secure lives.

From a shared strategic starting point, each operating country has the freedom to address the issues that are important to their community. The CR team plays a coordinating role by sharing examples of best practice and Group-wide case studies. We track progress through quarterly updates provided by each territory’s CR representatives and, every year, conduct a review to confirm our results.


Safe, Secure World

We ran 18 safety campaigns across the Group, engaging nearly three million people


We monitor our performance in each strategy area against a series of defined targets and Key Performance Indicators (KPIs).

Target KPIs
Run at least one safety campaign every year in each core region we operate in by 2018 KPI 1: Number of safety campaigns run each year in each core region
KPI 2: Number of people reached by each campaign

Safety campaigns

A matrix of flags depicting some of the safety campaigns RSA ran across its global sites in 2016. Copyright RSA

Our safety campaigns are helping our customers live safe, secure lives

Future plans

We believe ensuring a Safe, Secure World requires coordinated action across our business coupled with localised knowledge and delivery. Each country we operate in faces particular safety concerns. We will continue to run safety campaigns relevant to the regions in which we operate through 2017.

In the UK, Ireland and Middle East, we will continue to focus on road safety and develop our campaigns around the importance of keeping our pets fit and healthy. In Scandinavia, our efforts will centre on road and water safety. In Canada, we will deepen our awareness work with brokers—providing information and education about wildfires, tropical storms and hurricanes—as well as increasing our focus on road safety.

2016 highlights

Trygg-Hansa Swim Schools

Helping kids swim like their favourite fish

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Smart Wheels Good Egg workshops

Keeping young drivers safe behind the wheel

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Keeping adults safe in the water in Sweden

Learning your limits in the water

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