SAFE STRIP aims to introduce a disruptive technology that will embed C-ITS applications into existing road infrastructure, including I2V and V2I communications as well as VMS/VSL functions into low-cost, integrated strip markers on the road. These strips will support intelligent transport systems (ITS) services and apps as they provide personalised in-vehicle messages for all road users (trucks, cars and vulnerable road users, such as PTWs riders) and all vehicle generations (non-equipped, C-ITS equipped, autonomous), at a reduced maintenance cost, fully recyclability and containing added-value services, as well as supporting real-time predictive road maintenance functions.