BMW Group Middle East has launched its ‘Stay Alert Stay Alive’ road safety initiative in Abu Dhabi, in a bid to raise awareness of the importance of various road safety issues.

The campaign is supported by the Health Authority of Abu Dhabi (HAAD), the Road and Transport Authority of Dubai (RTA), Abu Dhabi Municipality and Dubai Municipality.

The campaign will be multi-faceted and will focus on many attitudinal road safety issues including seat belts and child restraints, speeding, fatigue, driver distraction (such as mobile phones) and reckless driving.

The integrated campaign will use PR, advertising (print and radio) and marketing tactics.

Awareness Days in local parks and at BMW importer showrooms will be used to give away 10,000 child safety booster cushions across the region and to demonstrate the correct use of child safety seats in vehicles.

“As part of our commitment to help improve road safety in the region, we are launching an initiative to help drivers understand about safe driving habits and particularly, occupant safety and restraint systems,” stated Phil Horton, managing director of BMW Group Middle East.

“A basic criterion for assessing road safety is the accident rate. Our survey found that one out of 10 respondents was involved in a traffic accident in the last 12 months. While the drivers we surveyed were all well aware of the basic factors that affect safe driving and occupant safety, their actual behaviour often puts themselves and their passengers at risk.”-TradeArabia News Service