Engineer Maitha bin Udai, CEO of RTA Licensing Agency.

RTA produces new series of awareness films

: Thursday, June 26 - 2014 @ 15:36

The Roads and Transport Authority (RTA) has completed the production of short awareness films covering five important traffic issues aimed at educating community members about proper attitudes & conducts of road users. During the past months, the RTA adopted new awareness policies based on modern means such as awareness flashed in social media, e-ads, and publishing of educative messages & information in different languages compatible with the nature of Dubai which hosts scores of communities.

Engineer Maitha bin Udai, CEO of RTA Traffic & Roads Agency, said, “A few weeks ago, the Agency completed the production of five films in collaboration with Tawazon Channel aimed at raising the public awareness about five different traffic issues namely: warning against over-speeding & jumping the red signal, the importance of using the safety belt and child’s seat in the vehicle, guidelines for driving during changing weather conditions, the importance of maintaining a safe distance, and avoiding driving distractors.”

“The idea of producing awareness films has been conceived in the context of diversifying the traffic awareness means, and capitalizing on modern media in getting the awareness messages across, rather than relying on conventional means such as publications and lectures; which will still continue though at a lower frequency,” added Maitha.

“The ideas adopted for developing film scenarios were simple and easy to go by as they are based on short stories narrated through cartoons depicting the wrong and correct traffic behaviours. The film ends by offering an awareness tip stressing to road users the importance of observing the proper traffic rules and guidelines. An English copy of the film will be provided as well. The Traffic and Roads Agency has reviewed a number of studies and statistics before embarking on the film production in order to identify the key traffic issues the knowledge of which constitutes an important step in reducing traffic accidents along with the resultant injuries and fatalities. Some malpractices showcased in the films, such as over-speeding, constitute a prime or secondary factor for the majority of traffic accidents,” she continued.

Engineer Maitha stressed the gravity of jumping the red light signal; which ranked among the most dangerous offences responsible for the rising number of deaths. She pointed that the concerned bodies in Dubai suggested this year a legislation to be enacted and added to the Penal Code to tighten the penalty against those who trigger fatal traffic accidents by jumping the red signal.

The underlying objective of producing these films by the Traffic and Roads Agency, according to engineer Maitha, is to support the ongoing traffic awareness campaigns & programs seeking to raise the traffic awareness in the Emirate of Dubai in particular and the UAE in general, besides emphasizing the importance of raising the community awareness about the driving & traffic rules in place along with the damage resulting from flouting them.

This month, the traffic awareness team started the release of those films through a select bundle of television channels, social media networks, driving institutes, schools & university colleges, clubs & public events, cinemas, auto showrooms and RTA customers service centers.

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Thursday, June 26- 2014 @ 15:36 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.

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