Fairfirst Insurance – Road Safety Awareness Program for School Children Qorus-NTT DATA Innovation in Insurance Awards 2026

Concept and Objectives: The Fairfirst Road Safety Awareness Program was designed to instill a culture of safe road behavior among school children across Sri Lanka. The key objective was to create lasting awareness on accident prevention, pedestrian safety, and responsible behavior on the roads.

This initiative aligns with our belief that meaningful CSR begins with education and empowerment. By targeting school children, we aimed to influence families and communities through the next generation.

Reasons Behind: Sri Lanka continues to experience a high number of road accidents, many involving young pedestrians and passengers. We identified the need to start awareness at the school level, where early education can create a lifelong change in behavior. Our goal was to support the national mission of the Traffic Police by combining educational engagement with practical demonstrations in an interactive format.

State of Competition: While several CSR projects focus on donations or one-time events, this program stands out for its purpose-driven collaboration with law enforcement and its focus on sustainable community impact through education.

Sources of Inspiration: The inspiration came from the idea that insurance is not just about protection after an accident but also about prevention before it happens. We wanted to turn our brand promise of care and fairness into real-world action.

Departments Involved: The initiative was led by the Marketing and Digital Solutions Department, together with the Corporate Communications and CSR teams, supported by regional branch staff across multiple districts. The Sri Lanka Traffic Police Headquarters acted as the main strategic partner in conducting and facilitating each session.

Main Results So Far: Thousands of students have participated across multiple schools in Sri Lanka, learning key road safety principles through live demonstrations, safety drills, and engaging discussions. The initiative has built stronger community relationships and increased awareness of accident prevention among youth.