Mohd Shahnawaz

Road Safety Ambassador

Non-Profit Road Safety Organization

Background

Non-profit volunteer organization founded on

May 2010.

Named after “Suraya” fashion designing

student passed away last year.

Prevent accidents by changing attitudes of

reckless drivers.

We do it by spreading emotionally compelling

messages via mass media.

•35 people die everyday in Gulf.

•$20 billion to the economy.

•Most dead productive age group (18-30)

•N.o of accidents are increasing every year.

Extent of the Road

Accidents?

Injury Deaths in 2009

Accident Images

Accident Images

Faces of the Tragedy

Shahda Abdur Rauf, 10 (source: TheNational)

85% of accidents caused by recklessness

drivers

•Over speeding

•Tailgating

•Talking on cell while driving

•Disobeying traffic laws

Cause of Road Accident?

“The thinking that guides your intelligence (attitude) is much more

important than how much intelligence you have” -David Scwartz

Causal Factors (2000)

Solutions

“Be Alert and Stay Alive” “All those left behind” “Beware of OtherPeople's Mistakes” “Take Care”

Post-crash

Logical

One size fits ALL

General media

Where are the results?

“Are YOU reckless?”

Prevent crash

Emotionally motivate

(“sticky” messages)

Segmented messages

Focused media (radio)

Measure results

Past & Present Safety

CampaignProposed Safety Campaign

“We are too busy mopping the floor to turn off the faucet” - Anon

Haddon Matrix Campaign

Difference

“Emotionally compelling”

From “Made to Stick” by Harvard researchers

10 years researching successful ads

Radio Script

Husband: Hello! how are you doing, dear?Wife: I am fine. It's been long time since you called.Husband: Yeah I have been busy with work, driving work. Am running late. Have to be there in an hour. (sound: accelerating) How are my kids?Wife: They are here...Husband: Let me speak to them... ------------ Emotional

**Tires screeching, loud crash, glass shattering sound** --------- Unexpected**Ambulance and police sirens sounds**

**Heart beating fast background sound**

Husband (faint voice - pondering): I hope I can make out of this...Husband (faint voice): Who will look after my kids...

**Heart beat slows down (background)**

Husband (faint voice): I wish I would have driven carefully...

**Heart stops beating ... Heart monitor tone of a “Flatline” Beeeeeep *decreasing to increasing volume**

Male Voice : 35 people die everyday due to reckless driving in Gulf -------- ConcreteMale Voice: Are you reckless? ------ Simple

Male Voice: A message from Suraya Foundation and BKP ------- Credible

Background - Many of the accidents occur due to over speeding, not keeping safe distance and road rage. Here is an Arab guy speeding and heading home on weekend.

Hindi, Arabic and English -------- Segmentation

How can BKP Help?

BKP has largest radio studio in region

Help us record our script

We will have English, Arabic and Hindi

Three versions of each language would be

preferred (depending on airtime donations

negotiated)

After 6-8 months of airing it we will have a survey

by after-market research group.

What’s in for BKP?

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

was created.” – Albert Einstein

Publicity on radio, media mention and social

media.

Brand exposure for noble cause (logo on

website, materials, radio)

Brand exposure to government orgs like RTA.

Think outside of the box & unleash creativity.

Build Portfolio in Government & NGO sector.

Inspire the employees for noble cause.

Are YOU Reckless Campaign

Emotionally compel listeners to adopt safe

driving

Radio PSA ads

Graphic ads

Social Media

After 6-8 months measure the efficacy

BIG Picture

Void - No full time year round campaign in

UAE or Gulf.

Clueless -Government is trying shot gun

approach.

Simulation - This is case study or example of

how a campaign should be run.

Questions?

LET’s BEGIN !

Visit: www.SurayaFoundation.com

Twitter: SurayaFound