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Children's Road Safety Campaign aims to Reduce Future Traffic Injuries [Mid-East.Info]
[March 09, 2014]

Children's Road Safety Campaign aims to Reduce Future Traffic Injuries [Mid-East.Info]

(Mid-East.Info Via Acquire Media NewsEdge) Annual campaign to teach an estimated 3,000 children across 7 schools in Dubai Dubai, UAE: Educational campaigns  that teach children basic road rules are the long term solution to improving the  safety of Dubai's roads, said a senior official from Dubai Police ahead of the 'My First License- I Know My Road Rules' campaign.

Organised by Total Marketing Middle East and Ciel Marketing & Events, and endorsed by Dubai Police, the initiative aims to help young children learn basic road safety rules in an interactive learning environment. Targeting approximately 3,000 children between the ages of four and nine, the campaign will be held in seven schools across Dubai, beginning March 10th.

In 2013, an estimated 1,568 road injuries occurred amongst people in the 18 to 35 age group, according to statistics from Dubai Police. This figure represents 62% of all road traffic injuries in this Emirate, a trend that has remained unchanged over the last few years. Basic road rules for this age group is also lacking with young people accounting for nearly 50% of all pedestrian accidents.

"It is important to teach children about road safety at an early age so that they can grow into more responsible drivers when the time is right," said Colonel Saif Mohair Al Mazrouei, Director of Dubai Police's Traffic Department. "We support programmes such as 'My First License – I Know My Road Rules' which educates thousands of children in Dubai as it leaves a lasting impression and creates the responsible drivers of tomorrow." 'My First License- I Know My Road Rules' initiative offers a hands-on learning experience including classroom and mock test drive components, led by a qualified instructor. The classroom session teaches children basic road rules and signs. Children will then have the chance to put what they have learnt into practice by driving pedal cars through a mini road network on the school campus, complete with road signs, pedestrian crossings, a roundabout and traffic signals.

On completion, every participant will receive a license endorsed by Dubai Police stating "My First License – I Know My Road Rules".   While the card is not driving permit, it does serve as tangible evidence that the recipient is aware of basic road safety guidelines. Each card will carry the child's name, photograph, and the name of their school.

"The aim of this campaign has always been to instill a culture of 'safety first' in the minds of future drivers," said David Kalife, Managing Director, Total Marketing Middle East. "Over the last few years, we have noticed that children have begun to influence their parent's driving habits as well, which is a wonderful development." Now in its fourth edition, "My First License—I Know My Road Rules" campaign will run from March 10 to March 17.

About Total Marketing Middle East: Total Marketing Middle East is a wholly owned subsidiary of Total and is based in Dubai with operations spanning the Gulf countries, Iraq, Yemen, Afghanistan, Turkmenistan, Tajikistan and Uzbekistan. It is involved in manufacturing and marketing of a wide range of lubricants- automotive, industrial and marine, bitumen, greases as well as specialty products across the region. Our activities demand and follow stringent health and safety standards thereby strengthening our safety culture. About Ciel Marketing & Events: Focused on developing and marketing projects that involve motor sport and road safety activities, Ciel Marketing & Events have been associated with some of the most creative and impactful award winning initiatives in the UAE. These include road safety programs which entail driving skills competitions, children's projects, and rallies, test drives by major corporations, fun drives and marketing communication for the projects.

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