Salama, an initiative managed by the Emirates Foundation for Philanthropy, and the Abu Dhabi Education Council (Adec), have launched a road safety campaign targeting students in Abu Dhabi, Al Ain and the western region.

The Salama Summer Challenge 2010 is sponsored exclusively by Abu Dhabi’s racing track Yas Marina Circuit.

“This campaign is designed to deliver strong messages to young people of the things we must all do, and the things we must avoid doing, in the interests of road safety,” said Mohammed Ben Sulayem, the 14-times FIA Middle East Rally champion and president of the Automobile and Touring Club of the UAE.

“While it may not seem cool to wear a seat belt, it’s vital to do this at all times. And it’s the same for passengers as much as for drivers,” he added.

“Some of you are too young to think about driving yet, but you can get into the habit of wearing seat belts now. At the same time you can influence your elder brothers and sisters, and your parents, to do the same when they’re driving you.”

“At the same time, don’t be afraid to tell them to slow down if they ignore the speed limit. Those who want to drive fast can go to the new racing school at Yas Marina Circuit to learn new driving skills from professionals. Racing on the roads costs lives,” Sulayem said.

“You all know that, and you know that it can be dangerous for people to make or receive phone calls while driving. Learn that lesson now. Try to make sure that whoever is driving you uses a hands free device, keeps it short, and doesn’t lose concentration. Better still, they wait until the car has come to a stop,” Sulayem added.

“Most importantly, don’t forget what you see and hear today, and don’t let your friends or family forget either. Too many bright young people with the world at their feet lose their lives, or have their lives changed forever, by road accidents. Always keep road safety at the front of your mind. Take responsibility yourselves to make our roads safer.”

Richard Cregan, CEO of Yas Marina Circuit, which recently launched the Yas Racing School, said: “It’s encouraging to see that such a strong, combined effort is being made to persuade the young people of the UAE to make road safety a way of life.”

“Those who want to drive fast now have a wonderful new opportunity to learn the correct techniques under the guidance of professional instructors at Yas Racing School in a safe and controlled environment,” he added.

The Summer Challenge 2010 is the latest in a series of result oriented Salama campaigns and programmes aimed at fighting the epidemic of road traffic deaths and injuries in the UAE.

This is done by raising road safety consciousness and awareness, targeting members of all UAE communities, across all ages and nationalities, in partnership with the public and private sectors.

Crash test videos, driving simulators, seat belt “convincer” devices and testimonials from relatives of road accident victims will be used to drive home key road safety messages to students. – TradeArabia News Service