Sachin Tendulkar during a Road Safety World Series event in 2019. (TOI Photo)

NEW DELHI: Cricket legend Sachin Tendulkar on Tuesday released a video backing road safety campaigns as he joined a group of celebrities designated ‘Global Champions for Road Safety’ by the UN.“Every life matters,” he said, hoping that his safety statement for the UN will help to “create safer roads for all”. Speaking at a function, Jean Todt, the UN secretary general’s special envoy for road safety, said, “If Sachin Tendulkar says ‘don’t use your phone when you’re driving,’ people will listen. If Sachin Tendulkar says ‘wear a helmet,’ people will listen.”In his video message, Tendulkar said, “Throughout my career, I have learned that discipline and awareness are essential not just for success but for responsibility…The same is true on our roads.”“Every day, our actions affect others. Wearing a seat belt or helmet, staying alert, and respecting the rules of the road can save lives… Our road crash fatality rate is 10 times higher than the volume of vehicles we own. But with greater awareness and collective action, we can protect our families and communities,” he said.The UN entities in India, including WHO, also launched a programme to provide financial and technical support to four states — Rajasthan, Kerala, Tamil Nadu and Assam — to improve blackspots, safer school zones, pedestrian and cycling facilities and post-crash care. These states have been selected for putting institutions in place to address road safety issues.