DMI urges drivers to 'Slow Down' in new campaign

The campaign is a continuation of last year's 'Think' campaign, launched in November 2006 through Dubai TV and Dubai One to increase safety awareness and decrease traffic fatalities in the emirate.

The 'Slow Down' campaign is aimed at communicating the dangers of speeding, and the importance of abiding by the safety guidelines set by the experts in road safety. The campaign aims to contribute to Dubai's aspiration to rank among the world's top 10 safest driving destinations in the next five years.

Najla Al Awadhi, Deputy CEO of DMI and Channel Manager of Dubai One, stated: 'We want to highlight to our viewers the issue of road safety that has a profound importance on our everyday lives. Curbing accidents and traffic violations in Dubai is one of the most important issues to be addressed today, we want to help raise awareness of the issue which in turn should help ease the problem itself. Our responsibility as a media entity is to use the power of television to highlight dangers which affect us all, in this case, road safety and to encourage each and every member of the community to take action. It is a case of slowing down by putting your foot on the brake. That single action saves lives.'

'Our city faces severe traffic challenges. The 'You Decide' campaign started earlier this year was initiated by HH Sheikh Hamdan Bin Mohammad Bin Rashid Al Maktoum, Chairman of Dubai Executive Council, and it was successful in noticeably decreasing the number of traffic accidents,' she added.

The new DMI, 'Slow Down' campaign is launched this month.