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“Haseb” Campaign uploaded onto RTA portal

United Arab Emirates: Wednesday, January 28 - 2009 @ 16:15

The Campaign aims to educate the public in general and road users in particular on the importance of compliance with road & traffic regulations, and the principles of safe driving with the intention to minimize tragic crashes, maintain public properties intact, as well as save the lives of motorists, passengers and other road users.

Peyman Younes Parham, Director of RTA Marketing & Corporate Communication Dep’t said that such a step aimed to promote the concepts of noble human values and showcase the continuous efforts of the RTA to urge all categories of the community to abide by all rules and practices of traffic safety. “In the initial stage seven aspects received much concentration as shown in the statistics of 2007. Cab drivers have to comply with these regulations to save their lives and lives of other road users rendering driving on key roads a safe and smooth exercise” he said.

Younes added: “This Campaign, as we mentioned earlier, is based on seven key principles depicting the underlying factors of tragic traffic crashes that claim the lives of thousands every year in addition to causing disability and permanent handicap to thousands more. This will in turn inflict heavy losses to human resources which, if wasted, would need extended periods to replenish and that might even last a whole generation; resulting in serious losses to the national economy and the urban drive witnessed by the UAE in all fields.

“The target of the seven principles stressed by the Campaign is to urge drivers to: comply with the prescribed speed limits, and avoid driving when exhausted, over-fatigued, drowsy, or under the effect of alcoholic drinks. They also include: fastening the safety belt, avoid jumping the red signal, and never speak over the cell phones unless through headsets or wireless hands-free speakers, if at all necessary. Other principles include maintaining safe distances between vehicles to enable motorist exercise better control of their vehicles in case of abrupt braking thereby evade collision, and using turning light signals in case of sudden lane shifting.

“Marketing Corporate Communication Dep’t has recently launched Haseb Campaign and distributed leaflets to RTA Customer Service Centers. RTA is always keen to apply the best practices and introduce the latest technologies when undertaking educational, media and marketing campaigns. This will bring RTA campaigns in line with with the huge advancements witnessed by Dubai in commercial, economic, and service fields amongst others.

“RTA is aspiring to cut road fatalities and serious injuries by 40% by 2015. Among the key underlying factors in achieving this objective is to upgrade driver attitudes, introduce initiatives to step up road safety, and launch educative and ad campaigns to raise the awareness of road users and enhance public compliance with traffic rules.

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Wednesday, January 28- 2009 @ 16:15 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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