Volvo ME launches road safety campaign
Dubai, September 3, 2009
Volvo Cars Middle East has launched 'All Those Left Behind' – an initiative across the UAE with the aim to raise awareness and reduce car related fatalities.
The campaign explores the experience of loss felt by a victim’s loved ones when this kind of tragedy occurs. While seeking to reduce car-related fatalities, Volvo hopes to reinforce the importance of road safety and encourage drivers to think about others when they get behind the wheel.
The initiative’s first step will be gathering stories from the general public. Volvo has launched a site for this purpose: www.allthoseleftbehind.com. By sharing their stories, people will be empowered to promote responsible driving in their community, while cherishing the memory of a loved one. Moreover, the site will provide comfort to those who have experienced this kind of loss.
In October, 2009, these heartfelt stories will be published on a dedicated site, and will spread across all medium. The campaign will spread the message nation-wide: Drive Safely.
Volvo plans to reach out to drivers even further with a series of safety activities for the public with the help of partners such as EDI (Emirates Driving Institute) and MENARSP; the Middle East and North Africa Road Safety Partnership is a collaboration of governments, businesses, and civil society organizations that supports projects that reduce the burden of road traffic crashes.
“According to Abu Dhabi Police, in 2008, 2957 accidents took place in Abu Dhabi alone, resulting in 376 deaths and the injury of 4603 people. Therefore we have undertaken this campaign to reach people’s hearts and minds to achieve pro-active and positive change while creating safer roads,” stated Roula Beiruty, marketing manager for Volvo Cars Middle East.
“This is not just another road safety campaign with facts and figures. This is as much an emotional initiative as it is rational and that reflects the strong family values of our community.”-TradeArabia News Service