On March 8th the ‘Think Before You Drive’ campaign moved to the Middle East with a launch in Dubai. With the support of the FIA Foundation, Bridgestone, the campaign is being promoted by the Emirates Motor Sport Federation and the Dubai Police. With a 12% annual increase in traffic on the roads of the United Arab Emirates the country has experienced a growing problem of road deaths and injuries. On average 548 people are killed in road crashes each year.
The campaign’s key safety messages to use seat belts, child seats, adjust head restraints and check tyres are being promoted on road side billboards, petrol stations and shopping malls. Speaking at the launch Brigadier Mohammad Saeed Al Merri, Deputy Director of the Dubai Police said ‘Think Before You Drive is a simple thought but it can save lives’. Representing the FIA Foundation, David Ward highlighted the success in the 1970s in the UK of seat belt campaigns like ‘Clunk Click Every Trip’. Combined with seat belt use laws and police enforcement wearing rates had risen to above 90%. There was no reason why the UAE could not do the same” he said.
The Emirates Motor Sport Federation took the initiative to bring the Think campaign to the UAE. The Federation combines a role promoting motor sport with a strong interest in road safety. In 2003 they published a Safe Driving handbook in conjunction with the Dubai Police. The handbook explains the rules of the road and safety requirements that all drivers in the UAE must follow. For the Think campaign the Federation successfully recruited additional local sponsors including the Emarat petroleum company, Dubai International Airport, Gulf News and the UAE’s Radio 2 station.