It’s a design emergency. Road trauma is the number one cause of death and injury for children in every country of the world. And crashes disproportionately affect the poor with 9 out of 10 deaths occurring in low- and middle-income countries.

While the engineers huddle over traffic and urban planning, there’s one monster big enough for the educational front.

Your lovable pal Grover has taken on the role of Global Road Safety Ambassador in support of the United Nations’s Decade of Action for Road Safety.

Ambassador Grover stars in a series of PSA’s developed by Sesame Workshop and the Global Road Safety Partnership to accompany a Road Safety Education Framework for educators, parents, and communities.

Inspired by the success of the red ribbon for HIV/AIDS and the white band against global poverty, the Decade of Action group is also promoting a yellow Road Safety Tag to increase awareness of the issue. Sports figures, celebrities, and politicians have been spotted wearing the tag.