Mohd Shahnawaz

Road Safety Ambassador

Non-Profit Road Safety Organization

How it Began

Suraya Akhter (1986-2009) passed away in a reckless car crash in 2009

Extent of the Road Accidents?

EVERY HOUR somebody LOSES LIFE due to reckless

car crashes in Gulf.

Extent of the Road Accidents?

32 deaths per 100,000 in UAE vs 4 deaths per 100,000 in UK

Accident Images

Cause of Car Crashes

Dubai Police - Reckless driving is the

major cause of Car Crash every year.

Mission of Suraya Foundation

Suraya Foundation was formed to change the attitudes of the reckless drivers by spreading emotionally compelling ads via mass media.

Our Campaign

Launched “Are Your Reckless” Campaign –

Series of hard hitting radio ads questioning the

driver their driving habits.

Promoting safe driving principles in 3

languages (English, Hindi, Urdu)

Measure effectiveness of the campaign.

Objective of “Are You

Reckless?”

Ask government bodies to have full time safe

driving radio campaigns round the year.

Urge to use radio to reach specific and

focused demographic group.

Provide study and campaign methodology to

universities and government bodies.

“Are You Reckless?”

There are 3 steps to complete the ad : -

i, Content – Collaborated with Murdoch University to complete the emotionally compelling radio ads.

ii, Spread – Spread the awareness via ARN radio network in 3 languages to have better reach.

iii, Measure Effectiveness – Measure effectiveness of the radio campaign via after market research groups.

How can ARN help?

Collaborate in the study by providing airtime.

Our target English (Virgin), Arabic (Khaleejiyah),

Hindi (City 101.6)

Looking for 3 months and at least 10 spots a day

Benefits for ARN

“You can never solve a problem on the level on which it

was created.” – Albert Einstein

Become Platinum sponsor.

Put logo on the website, campaign materials.

Exposure on seminars, media and social

media.

Press release to major newspapers.

Provide credible proof (after-market research)

showcase to government bodies.

Add to CSR profile of the company.

Importance of Campaign

Help tackle the MAJOR ISSUE Gulf is facing.

Help Dubai achieve it’s goal by year 2020

Help government in the region.

Improving the campaign effectiveness.

Save lives and resources drained due to

crashes which are preventable.

Questions?

www.SurayaFoundation.com