In the rush of everyday life, the moments that matter most often go unnoticed — a mother holding her child’s hand at a busy intersection, a father gripping his motorcycle’s handlebars with quiet hope, a child standing on the curb, eyes fixed on the traffic. These everyday realities raise a crucial question: Are our roads truly safe for our children?
The answer today is clear: Our roads are not safe enough. Every crash, injury, and life lost on our roads is a painful reminder that safety remains out of reach. On June 21, 2025, in the heart of Bonifacio Global City, this urgent call for safety brought together leaders from the business community and trusted institutions. They came not for profit or praise but because they could no longer ignore the risks threatening the lives of Filipino children and their families.
This is what happens when leaders choose compassion over convenience. This story is shaped by conviction, by people and institutions who stepped up not out of obligation but because it felt deeply right. Through their commitment, a new future began to take form, one where care is constant and every child’s safety on the road is non-negotiable.
A Movement Built on Compassion and Conviction
The launch of Tamang Ride PH, led by A Child’s Trust Is Ours to Nurture (ACTION), Inc., is not simply the beginning of a campaign. It is a coming together of organizations that understand safety is not a slogan but a shared responsibility.
At the forefront are the Road Safety Ambassadors: Honda Foundation, Inc., Honda Philippines, Inc., and Yamaha Motor Philippines, Inc. These organizations bring more than resources. They bring years of experience, genuine commitment, and a deep-rooted belief that every Filipino family deserves peace of mind on the road. Honda Philippines, Inc. leads the support for developing a road safety education module tailored for Filipino children and youth—an effort that plants seeds of awareness long before habits become risks. Honda Foundation, Inc. and Yamaha Motor Philippines, Inc. stand in strong partnership, offering steadfast support to help turn the vision of inspiring, impactful road safety education into reality.
Kawasaki Motors Philippines Corporation, as the campaign’s Road Safety Champion, represents the riding community’s perspective at the forefront of advocacy. Their involvement connects riders’ real-world experiences with ongoing safety efforts, reinforcing that road responsibility begins with every rider’s choices and actions.
In a gesture that crosses oceans, Wellbin Group Co., Ltd. joins as Road Safety Advocate. With plans to bring Japanese safety and maintenance standards into Philippine roads, they send a message that safety must be the shared language of all communities, regardless of geography. Their support reflects a belief in the universal value of a child’s life.
Toyota Motor Philippines Corporation carries the role of Road Safety Guardian with steady purpose. Their longstanding commitment to safety goes beyond vehicles and focuses on people. Through advocacy and innovation, they show how institutions can help lead the country not just into modern mobility, but into a culture where safety is ingrained from the very start.
Top Gear Philippines transforms the advocacy into something that can be seen, heard, and felt far beyond Bonifacio Global City. As the campaign’s official Advocacy Media Partner, they lend their voice to a cause greater than any single article or headline. They help make road safety part of the national conversation.
In the heart of the city, Mitsukoshi BGC, Federal Land, Inc., and Grand Central Park offer more than just their space—they help create an environment where the advocacy comes to life. Their role extends beyond logistics, shaping a setting where safety is felt by children and families alike, where laughter and learning share the same sidewalk, and where the message of protection becomes a lived experience.
Where Words Become Action
“Now is the time to unite—not just Filipinos, but even Japanese companies. All brands, everyone—even restaurants and shopping malls. Road safety is everybody’s concern, so there is no competition, no brand names. Road safety is for everybody.” - Mr. Hajime Yokota, Founder and President of ACTION, Inc.
The event began with a strong, grounded resolve and a shared belief that awareness is only the beginning. It was time to act together, setting aside competition, with purpose and urgency. What unfolded was not just a ceremony, but a collective commitment to a future where every child can walk, cross, and ride in safety.
Two key pillars of Tamang Ride PH were unveiled for the first time: the Tamang Ride PH Road Safety Education Modules for Children and Youth, and the Tamang Ride PH Mobile App Prototype. Developed and introduced by ACTION, Inc. through its Founder and President Mr. Hajime Yokota and Executive Director Ms. Lani Bayron-Llanes, these tools are not symbolic. They are designed to shape real behavior, in real spaces, for real lives.
Those who stood with the movement lent their voices to affirm what every child deserves. Minister Yokota Naobumi, Minister for Economic Affairs of the Embassy of Japan in the Philippines, highlighted the growing need for safer roads in a rapidly expanding market and echoed support for shared responsibility in preventing loss of life. Mr. Takeshi Kobayashi, President of Honda Philippines, Inc., emphasized the company’s dedication to reducing traffic fatalities and contributing to the education of future road users. Mr. Shinsuke Iida, Sales and Marketing Director of Yamaha Motor Philippines, Inc., spoke to the joy of riding that comes only with security and respect, affirming their long-term support for a safer riding culture.
Building on these commitments, other partners brought distinct perspectives and pledges to the conversation. Mr. Tamaki Yoshinori, Chairman of Wellbin Group Co., Ltd., through a recorded video, stressed the importance of vehicle maintenance as a means of prevention and pledged to bring Japanese safety standards into Philippine practices. Mr. Andrew Ryan Ty, Assistant Vice President, Marketing Services Department at Toyota Motor Philippines Corporation, shared Toyota’s focus on protecting people, especially children, through a commitment that blends innovation and education. Mr. Carlo Chungunco, CEO of Top Gear Philippines, called for a proactive media approach, where stories do more than react to tragedy, they help prevent it. Dr. Gwendolyn T. Pang, Secretary General of the Philippine Red Cross, reaffirmed the value of education in shaping future generations and expressed support for integrating road safety into youth training. Mr. Yoji Kawaguchi, General Manager of Mitsukoshi BGC, expressed his company’s honor in being part of a cause that brought warmth, community, and protection into public spaces.
Each voice echoed a shared belief that road safety is neither a task nor a trend, but a responsibility we carry together to ensure that every child gets home safely.
Advocacy That Touched Every Corner
Throughout the day, the advocacy was not just spoken, it was lived. Guests of all ages engaged with exhibits and booths that turned road safety from a distant concept into an urgent, personal reality.
This immersive experience was made possible through the booth activations of ACTION, Inc., Honda Foundation, Inc., Honda Philippines, Inc., Honda Safety Driving Center, Yamaha Motor Philippines, Inc., and Toyota Motor Philippines Corporation. Major Event Sponsors SMC Infrastructure and Melandrex Holdings, Inc.—represented by M2 Car Accessories, M2 PMVIC, M2 Insurance, and Toyota Pasong Tamo—helped bring the message to life through interactive showcases. General Sponsors Urban Farmers PH and Bethel General Insurance and Surety Corporation, in collaboration with Muovere VCI, added depth to the experience by demonstrating how safety connects with daily choices. These were more than exhibitors. They were teachers, showing what safety looks like in everyday life.
The grand launch came together seamlessly with the support of KG Events. From coordinating logistics to managing program flow and on-site execution, their team ensured that each element of the event ran smoothly and professionally.
Reaching Further with Every Voice
The call for safer roads also extended to the digital sphere, thanks to Tamang Ride PH partner influencers who lent their platforms and presence. Ms. Rio Haina Sebastian (InangMoto), Ms. Edlyn Mae Ricacho (Madamnventure), Mr. Javin Tarun (Riderookie), and Mr. Russel Borja (Russel Borja) stood among the public as fellow advocates speaking about accountability, awareness, and choice.
Institutional support elevated the campaign’s credibility even further. The Embassy of Japan in the Philippines, Japan International Cooperation Agency (JICA), the Japanese Chamber of Commerce and Industry of the Philippines, Inc., and the Philippine Red Cross anchored the advocacy in sustained collaboration and a shared commitment to public safety. Organizations like Jesus V. Del Rosario Foundation and the Suzuki Every Owners Club, Inc. made sure that voices from the grassroots were not only present but central to the safety conversation.
Media partners helped carry these stories beyond the venue. Alongside Top Gear Philippines were Business Mirror, Carmudi Philippines, Inside Racing Magazine, Lifestyle on Wheels, Malaya Business Insight, Master Garage Media Philippines, Moto PH, Motorsiklo Xklusibo, Power Wheels Magazine, Traffic Network PH, and Zigwheels Philippines. Each coverage became a bridge, helping more people understand why this cause matters.
A Night That Turned Riders Into Advocates
As the day faded and the lights of the city flickered on, a new sound rose. It was a united, respectful roar from engines of support. Motorcycle and car clubs assembled not for show, but to stand together.
The Evening Community Showcase featured Harley-Davidson motorcycles from the Ronin Brotherhood Motorcycle Club and BMW 136 units led by Boss Dexter. Riders from Yamaha Club Philippines, including Gravis Riders Velocity Zone, FZ Club of the Philippines, Aerox Club Philippines, Fazzio Club Philippines Inc. Makati-Taguig Chapter, and Sniper 155 Club Philippines, gathered to show that passion and responsibility can ride side by side.
Their presence was a promise. Advocacy does not stop at the stage. It continues in every street and every turn.
A Lasting Thank You, and a Call to Keep Going
What began as a campaign has become a movement, growing with every voice, every choice, and every act of care. Tamang Ride PH and its coalition of road safety allies are now bringing that movement into communities, roads, and homes.
To every partner, sponsor, institution, media ally, and individual who stood with us—thank you. You proved that real change begins when purpose is matched with action, and when care becomes something we choose to carry forward.
Because of you, this promise no longer lives in words alone. It is there in the helmets that fit, the streets that teach, the families that feel seen. And for those just finding their way to this movement, there is still room, and still so much more to do.
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Be Part of a Life-Saving Journey
Every child deserves to come home safely. Every community deserves streets that empower, not endanger. If you believe in a future where no life is cut short by preventable road crashes. Now is the time to act.
🚸 Your support can help us build safer streets, raise awareness, and save lives. By partnering with us, you’re not just sponsoring a cause; you’re standing up for children, families, and communities who deserve better.💛Let’s turn advocacy into action—together.
📩 Ready to collaborate, support, or sponsor? Email us at action.tamangrideph@gmail.com (Subject line: “I’m interested to collaborate!”)
📱 Stay connected and inspired through our platforms:
- Facebook: facebook.com/tamangrideph
- Instagram: instagram.com/tamangrideph
- TikTok: tiktok.com/@tamangrideph
- YouTube: youtube.com/@tamangrideph
- Website: tamangride.ph
Because behind every road safety statistic is a life, a child, a future worth protecting.
#TamangRidePHGrandLaunch2025 #TamangRidePH #RoadSafetyPH #SaferRoadsForAll
The Tamang Ride PH Grand Launch is proudly brought to you by the following organizations:
