UEA children's channel on board with road safety message

Date: 29/10/2012

A children's television channel in the (UAE) United Arab Emirates is helping to spread the road safety message with a campaign entitled 'Catch the Bus'.

E-junior has teamed up with Total Marketing Middle East and Dubai Police in order to change the habits of children when crossing the road and encountering traffic, reports Trade Arabia.

This is being done through a number of means including interviews and quizzes, as well as trivia and tips with prizes to be won.

The E-junior crew travelled to schools across the country where they undertook these activities and distributed road safety information along with the prizes.

In order to reinforce the message, these visits were filmed and will then be screened on the channel so that they can reach a wider audience.

Fatiha Bensalem, Senior Manager at E-junior, said: "[The] Catch the Bus campaign is a great platform to encourage learning in an exciting way amongst school children."

She went on to say that the organisation has made a commitment to participating in children's education and recognising its responsibility to the community.

Since road safety is an area which affects both of these factors then the campaign has been designed with this in mind.

Ms Bensalem said: "We are happy to have partnered [with] Total Marketing Middle East and Dubai Police in this meaningful initiative which will further cement our reputation as the most-watched children’s TV channel in the UAE."

The goody bags which were given out as prizes at the schools combined gift vouchers and stationery as well as the all important road safety booklets supplied by the local police.

Among the issues stated as being the biggest contributors to the severity of road accidents in the UAE are 11 per cent of nationals not wearing a seatbelt and child safety restraints not being used.

This is according to the Health Authority – Abu Dhabi, which highlighted them as areas where children can be educated to understand the importance and pass the message on to their parents.

Posted by Nick Anderson

International Transport News and Sustainable Transport News