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 reckless drivers.

We do it by spreading “sticky” 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

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

“Sticky”

From “Made to Stick” by Harvard researchers

10 years researching successful ads

Radio Script

Husband: Hello! how are you doing, my love ?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. ------- 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 RTA Help?

"Believers should observe their deeds in terms of not taking away

people’s life and property recklessly" - Prophet Muhammed

(PBUH)

Observe our campaign strategy

Join Board of Advisors

Have year round road safety campaigns

(SUCCESS principle).

MEASURE the campaign’s effectiveness via after

market research company.

What’s in for RTA?

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

was created.” – Albert Einstein

Exposed to different campaigns.

Learn effective elements in campaign.

Adopt “collaborative” campaigns like MAFMAD

and Securite Pour Tous.

PREVENT accidents.

Instill RESPONSIBILITY on reckless drivers.

Securite Pour Tous

Faces of the Tragedy

Shahda Abdur Rauf, 10 (source: TheNational)

Faces of the Tragedy

Suraya, 23

Questions?

LET’s BEGIN !

Visit: www.SurayaFoundation.com

Twitter: SurayaFound