Dubai Police, in association with Sony Ericsson, launches safety campaign

The campaign launch was announced during a press conference held by Lieutenant General Dahi Khalfan Tamim, Chief of Dubai Police, and other senior police officers in addition to Mr. Husni Al Assi, General Manager of Sony Ericsson MENA and other representatives of the company.

The campaign, which runs from 15 November 2007, urges drivers to be more vigilant and cautious while driving. Additionally, the association with Sony Ericsson will ensure that road users are educated on the appropriate usage of Hands-Free accessories.

Lieutenant General Dahi Khalfan Tamim, Chief of Dubai Police, while delivering the speech at the Press Conference, thanked Sony Ericsson for taking this initiative to help the society and spread traffic awareness in general.

In order to maximize the reach of the 'Keep your Hands on the Wheel & Your Eyes on the Road' campaign, an advertising campaign involving print media and radio has been conceived. Besides delivering the key message to the maximum number of people living in Dubai, the advertising will aim at attracting the public's attention to the importance of following the general safety rules in their daily lives.

During the press conference, Husni Al Assi, General Manager of Sony Ericsson MENA, said, 'We all know the importance of mobile phones in our everyday life. In this regard, we wanted Sony Ericsson to participate in this campaign to highlight the importance of using the right accessories, such as headsets or hands-free car kits that contribute to improving the safety of people, especially since Sony Ericsson has the right products for this'.

Mr. Husni thanked Dubai Police for trusting Sony Ericsson to implement such an important responsibility and to be entrusted with the responsibility of spreading awareness about the campaign in Dubai.