Annual campaign to teach 5,000 children across 10 schools in Dubai
April 29, Dubai, United Arab Emirates: With over 60% of road traffic injuries in Dubai affecting young drivers, the need to teach children about basic road safety is crucial, said a senior official from Dubai Police ahead of the ‘My First License- I Know My Road Rules' campaign.
Organised by Total Marketing Middle East and Ciel Marketing & Events, and endorsed by Dubai Police, the initiative aims to help young children learn basic road safety rules in a fun and interactive way. Targeting 5,000 children between the ages of four and nine, the third edition of this event begins on April 30 and will involve 10 schools across Dubai.
According to statistics from Dubai Police, an estimated 1,273 road injuries occur amongst people in the 18 to 35 age group. This figure represents 61% of all road traffic injuries in this Emirate.
“The aim of ‘My First License' programme is to ensure that children are safe and responsible road users in the UAE when they are old enough to drive. This campaign, coupled with regular driving programmes, helps contribute towards a long- term solution to traffic accidents in the UAE as these children will have a better understanding of the rules of the road,” said Major General Mohammed Saif Al Zafeen, Director General of Dubai Police's Traffic Department.
The campaign comprises two sessions and offers a hands-on, interactive learning experience including classroom and mock test drive components, led by a qualified instructor. The classroom session teaches children basic road rules and signs. Children will then have the chance to put what they have learnt into practice in the second session, by driving pedal cars through a mini road network in the school campus, complete with road signs, zebra crossings, a roundabout and traffic signals.
Every participant will receive an imitation driving license that states: “My First License – I Know My Road Rules” endorsed by the Dubai Police. The card will carry the child's name, photograph, and the name of their school.
“Since we started this campaign in 2011, we have had feedback from parents saying that their children actually encourage them to be more conscientious drivers. This is a mark of success for us. These children will have a better understanding of road rules and are inspiring responsible driving amongst people who are far older,” said Philippe Cabus, Managing Director, Total Marketing Middle East.
‘My First Licence- I Know My Road Rules' will run from April 30 to May 15, 2013.