For a brand as well known for its commitment to safety as Volvo, responsibility doesn’t just end at the test ground – it continues into the lives of all motorists. In an effort to cut the number of road accidents during the holy month of Ramadan, Volvo has re-launched a unique ambient campaign for the 2nd year in a row. Devised by their advertising agency in the Middle East, Memac Ogilvy, Volvo urges drivers to slow down during the traditional rush to get home for the Iftar meal.
Volvo is placing reminders on windscreens across town, these notes are urging people to drive safely with the use of powerful visuals and correct timing. “A few minutes before the fast is due to open, there is chaos on the roads as people rush to be with loved ones. Volvo wants to take a moment of the drivers time to reminisce what he is going home for- loved ones who want him/her to be safe!” explains Roula Beiruty, Marketing Manager of Volvo Cars.
Last year the Dubai Police General Traffic Department reported a 50% jump in accidents involving injuries or fatalities since the start of Ramadan. This meant that there was one accident every two minutes during the first three days of the holy month due to the effect of fasting on driving habits. For this reason, this year Volvo began distributing safe driving reminders in the first week of Ramadan. Although there is noway of recording the difference these cards may have made, Volvo has received some positive feedback. “My mind was focusing on the food waiting for me at home as I jumped into my car on the 2nd day of Ramadan. I found an adorable postcard from Volvo with a portrait of a brother and sister sharing secrets, it helped me forget about my hunger for the drive home and focus on what mattered more- being safe for the sake of my kids” said Shireen Nizar, who called in to tell Volvo about her experience.
Since its birth, Volvo Cars has been a constant pioneer of road safety, introducing technologies such as dual-stage airbags, seat-belt pretension and the innovative BLIS (Blind Spot Information System), which warns the driver when a passing vehicle could be a danger. Volvo Cars was the first manufacturer to use side-impact protection and whiplash reducing technology, with its SIPS and WHIPS systems.
Each year, this region sees a tragic spate of accidents during Ramadan, as drivers rush home at speed in time to break their fasts. Volvo Car’s intention was to raise awareness of the risks that stem from driving fast, even if the motivation is strong. The Swedish carmaker firmly believes that while it is essential to use technology to warn of accidents and protect occupants, it is its social responsibility to look at all aspects of accident prevention, and this safety campaign targeted all road users, regardless of the vehicle they drive.
For more information on Volvo cars please visit: www.volvocars.com