Dubai, UAE – 24th April 2013: Ducab, one of the leading manufacturers of high-quality power cables and wires in the Middle East, and the Directorate General of Civil Defence have launched an educational awareness initiative about fire safety. The initiative is held under the slogan 'PowerOverFire'. The campaign will run for 2 months, from April through June 2013, and will include a variety of events held in the cities of Abu Dhabi and Dubai.
Launched at a ceremony held today at the headquarters of Ducab, the initiative aims to educate those responsible for construction to follow safety procedures, along with contractors, retailers and the general public. The initiative also aims to motivate the construction industry to apply the best construction and safety practices.
It is generally felt that there is a lack of awareness of this issue in construction, due to a lack of media access, with other more pressing concerns receiving more attention within the construction trade.
Thus, it has been decided that this campaign will target the vulnerable groups by using non-traditional media. Additionally, dealers and retailers in the supply chain of the electrical products distribution are a key target group being the biggest influencers. In accordance with this, Ducab has developed a mobile roadshow that will spread the importance of fire safety procedures throughout the UAE.
In order to deliver this campaign, Ducab has custom built a 40-foot truck that will be emblazoned with messages of relevance to the campaign, as well as being stocked with useful materials to distribute among the public. The truck is also fitted out with high-tech learning materials, three touch screen kiosks fitted with high-definition televisions used to demonstrate safe practices, as well as another screen set within a classroom setting. It is hoped this will make the programme feel more fun, accessible and interactive.
The Fire Safety Awareness Campaign 2013 comes in light of the boom in the construction sector within the UAE. Such problems have brought into focus the important role of effective organisations, especially the DCD and Ducab, to raise awareness of the importance of using high-quality materials in buildings, especially electrical cables.
Colin McKay, GM Sales & Marketing, Ducab, said, 'Through the Fire Safety Awareness Campaign initiative, Ducab seeks to embody the best forms of effective community co-operation and partnership, particularly in its venture with the Directorate General of Civil Defence in Dubai. We aim through this massive communication campaign, to educate and encourage those responsible for construction, contracting and retail to follow the best construction and safety practices.
Colin added: “Using sub-standard electrical cables that do not meet the required safety standards was one of the main causes of fire in the UAE. According to statistics compiled by the Dubai Civil Defence, family fires are the most frequent type of fire. Most of these fire incidents take place in kitchens where people fail to follow safety procedures.”
Major Jamal Ahmed Ibrahim, Director of Preventive Safety Department, Directorate General of Dubai Civil Defence, stressed the keenness of all Directorates General of Civil Defence across all emirates in the UAE – including the Directorate General of Civil Defence in Dubai – to support all efforts, initiatives and best practices carried out by government departments and private companies. Major Ibrahim emphasised that all Directorates General of Civil Defence were keen to help assist preventive awareness among workers in various industrial, commercial and service sectors. This comprehensive developmental growth must be coupled with the highest degree of safety for the employees, and the highest standards of quality for the product.
Based on this, Major Ibrahim said, 'the Civil Defence supports and participates in awareness campaigns, including the Ducab's “Power Over Fire” campaign. This campaign is aimed at demonstrating the importance of production and use of high-quality power cables at different voltages, especially the fire-resistant cables that protect from fires and ensure public safety.'
He added, 'This campaign is part of the public safety strategy, pursued by the government and carried out by the Civil Defence with its partners in the public and private sectors, designed to combat commercial fraud. Public safety can only be achieved with the participation of everyone in the UAE. Given that fires caused by the inflammation of power cables in all sizes are among the most frequent causes of fire, the Civil Defence supports high-quality electrical products, such as fire-resistant cables, that provide protection of lives and properties through international quality standards adhered by Ducab.'
At the beginning of the ceremony, Alia Bujssaim, Marketing Assistant, delivered the welcome speech. She said, 'Ducab joined forces with the Directorate General of Civil Defence in Dubai through a huge communication initiative to educate and encourage those responsible for construction, contractors and retailers to follow the best safety practices and abide by the highest-quality standards for power cables and wires that limit the number of fire crises.'
She also expressed thanks to the Directorate General of Civil Defence in Dubai for their unwavering support and generous contribution to this initiative.