The Decade of Action for Road Safety 2011–2020 was officially proclaimed by the United Nations General Assembly in March 2010. Its goal is to stabilize and reduce the forecast level of road traffic deaths around the world. It is estimated that 5 million lives could be saved on the world's roads during the decade. Global activities related to the Decade are coordinated by the United Nations Road Safety Collaboration. Grover, a fictional character from the television show Sesame Street, was named a Global Ambassador by the WHO.