Download - ARN presentation
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