EDI's children safety campaign 'Mama I'm Home' wins the 2008 Gulf Effectiveness in Marketing Awards in Best Use of CSR category

The event was attended by more than 600 people, representing leading marketers, representatives of communications industry and the media. In all, awards were presented in 12 different categories.

At the ceremony, EDI walked away with the GEMAS Best Use of CSR award competing against a host of local, regional and international brands like P&G, Aramex American Express, Nakheel and Dubai Cares who were short listed for the same category.

Accepting the award on behalf of Emirates Driving Institute, General Manager-Peter Richardson, said: 'EDI is really proud to have won the prestigious GEMAS and we wish to thank everyone who has made this possible. This project was born out of the company's vision to make a meaningful contribution to society by raising Road Safety Awareness in such a vulnerable section of our community. It is wonderful to be acknowledged as such."

EDI's submission on the CSR initiative was based on the work done by the Institute in spreading awareness on the measures to be taken to ensure the safety of our little ones on the UAE roads, not just to the children themselves but to their parents and teachers as well.

"We are very thrilled to receive this prestigious award as it focuses on the effectiveness of the community work that was done by EDI and it testifies our commitment to serving not only our customers but the society as a whole," says Marketing Manager- Fatima Raees.

Launched in 2003, the Gulf Marketing Review awards have established a reputation for their objectivity and integrity. The awards, which recognize, reward and further marketing excellence, are awarded in 12 categories ranging from new brand and product launches to corporate social responsibility.

The GEMAS are judged by a panel of senior international and regional marketing practitioners and academics, and assessed on the basis of superior value, differentiation, innovation, effective use of resources, clarity of objective and methodology of results measurement.