Volvo Cars Middle East spearheads Phase II of their Safety Campaign initiative to Inspire Safer Roads Across the Region
"Cars are driven by people – therefore the guiding principle behind everything we make at Volvo is and must remain safety." Founders Assar Gabrielsson and Gustaf Larson said this in Volvo's childhood, and it still stands.
Driving forward with their heritage of safety, Volvo Cars Middle East has launched phase II of their “All Those Left Behind” safety campaign – an initiative across the UAE, with the aim to raise awareness and dramatically reduce car related fatalities. The initial phase of the campaign, launched in October 2009, explored the experience of loss felt by a victim’s loved ones when a road death occurs. Throughout phase II, while seeking to radically reduce traffic deaths, Volvo will continue to reinforce the importance of road safety through different areas activity.
The initiative’s first step was to gather stories from the general public with Volvo launching a site for this purpose: www.allthoseleftbehind.com. By sharing their stories, people affected by road deaths were empowered to promote responsible driving in their community, while cherishing the memory of a loved one. Moreover, the site aimed to provide comfort to those who have experienced this kind of loss.
Roula Beiruty, Marketing Manager for Volvo Cars Middle East said: "As one of the leaders in road safety, Volvo Cars Middle East has undertaken a major investment in this campaign in order to reach people's hearts and minds to achieve pro-active and positive change while creating safer roads."
Beiruty adds, "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."
Volvo began its phase II activity by reaching out to drivers during Ramadan with focused, safer driving tips, and specifying different ways drivers can keep their concentration while on the road. With the help of partners EDI (Emirates Driving Institute), ENOC (Emirates National Oil Company Limited) and EPPCO (Emirates Petroleum Products Company LLC), Volvo distributed tips booklets and mint facial water sprays throughout ENOC and EPPCO stations as well as publicizing the need for more careful driving during the holy month.
Fatima Raees Marketing Manager for Emirates Driving Institute highlighted "The Ramadan Campaign was an eye opener for many people. As a result of fasting most motorists are always fatigued and tired the Face Sprays that were distributed as part of the campaign to keep the drivers alert were highly appreciated by the EDI instructors and learner students; the Handy Booklet with Road Safety Tips provided useful information for drivers as to how to keep themselves safe on the roads while they drove during Ramadan."
Saeed Abdullah Khoory, ENOC's Group Chief Executive said: "The road safety campaign is a testament of ENOC's commitment to the community. It has been observed that accident rates are high during the time just before Iftar and we wanted to alert motorists and make them more cautious. The campaign, was very successful as we reached out to thousands of motorists daily, emphasizing the need for safe driving."