Team Young & Rubicam official sponsor for "KAFA" Campaign

In heavily supporting The Royal Health Awareness Society's campaign, Team Young & Rubicam, ASDA'A Public Relations and MediaEdge:CIA, leading agencies of The Holding Group (THG) Jordan, worked together to develop "KAFA" a hard hitting campaign aimed at driving the Jordanian society into changing attitude and individual behavior on the roads.

Mr. Nick Slade, Country Manager, Team Young & Rubicam Jordan expressed the Group's keenness to be involved in the campaign, "Our commitment to sponsor the KAFA Campaign is based on our strong belief that we have to effect real change, a change in the mindset of drivers and culture in Jordan.

If we can help prevent one life being lost because of speed and reckless driving, we will have done our job in making Jordan a safer place for people to live, work and play. However to effect change of an individual's behavior requires synergized efforts on all levels. We would like to extend our gratitude to the Royal Health Awareness Society (RHAS) for their coordination, support and continuous efforts concentrating on matters that concern the well-being of the society".

"Our involvement in KAFA has gone way beyond simply designing the campaign, producing the TV commercials and printing materials. The overall concept of KAFA came as a result of many months of work and was created by volunteers who contributed their views and ideas willingly and often from the perspective of a family touched by the impact of losing a loved one in a tragic accident caused by reckless driving and speeding." commented Slade.

The Royal Health Awareness Society Traffic Awareness and Education Programme is far reaching with an education segment reinforcing the role of the wide range of education institutions, amendments to the current Ministry of Education curriculum, involvement of schools and universities in spreading awareness of traffic issues through events, competitions and marches.

Key projects also include the work of traffic ambassadors, junior road safety clubs, "crashed car" and much more in all Governorates.

With the launch of KAFA, the communication segment has already built and forged a strong relationship with the media by involving them in the overall project as part of their corporate social responsibility.

In speaking about the KAFA communication campaign, Mrs. Enaam Barrishi thanked Team Young & Rubicam, ASDA'A Public Relations and MediaEdge:CIA in bringing their energy to the programme and enabling The Royal Health Awareness Society to forge close, long lasting relationship with the media at every level.

Media houses also sponsoring the campaign include: Al Ghad newspaper, Al Rai newspaper, Ad Dustour newspaper, Al Arab Al Youm newspaper, Kassab International, Jordan Land Magazine, First Youth Media Forum, JRTV, 7 Stars channel, Normina channel, Petra channel, WTV, Amen FM, Mood FM, Beat FM, Al Balad radio station, Mazaj FM, Amman FM, Fann FM, Rotana radio station, Hayat FM, Al Watan FM, Yarmouk FM, Play 99.6 FM, Sawt Al Ghad, Pikasso and Ipsos.

Other sponsors include The Jordan Traffic Institute, Public Security Directorate, Traffic Management Department, Greater Amman Municipality, Directorate of Civil Defense, Ministry of Education, Ministry of Interior, Ministry of Health, Hikmat Traffic Safety, World Heath Organization, King Abdullah Development Fund, Asteco, Aramex, Ultra, United Nations, United Nations High Commissioner for Refugees, United Nations Development Programme, United Nations Population Fund, Sakher and Modern Systems Schools.

Team Young & Rubicam Jordan is one of the leading agencies of The Holding Group (THG) Jordan, the Middle East's largest marketing communications conglomerate, which also includes advertising agencies Intermarkets and Objects, direct marketing agency Wunderman, media buying arm MediaEdge: CIA, and public relations firms ASDA'A and Polaris.