Annual RoadStar commences

With last-minute preparations underway before the first phase of the contest takes off in Dubai, a meeting was held with Director of Dubai Police's Traffic Department Brig. Mohammed Saif Al Zafein to brief him on the campaign. Present at the meeting were EMSF Director of Marketing and Business Development Roshanara Sait, Mohammed Al Sayyed (Caltex), Marina Brissart (AXA Insurance) and representatives of media partners Gulf News, Wheels and Radio2.

Ms Sait subsequently held a meeting with top officials of Abu Dhabi's Traffic Department in the National Capital on May 15. This meeting was seen as particularly important given that RoadStar is being held for the first time in Abu Dhabi since its inception over a decade ago.

While the Abu Dhabi Police have extended their unreserved co-operation to RoadStar, they pointed out that this would further compliment other road safety campaigns that they conduct regularly in the National Capital in an attempt to bring down the number of accidents and resultant injuries and fatalities.

Ms Sait noted that the campaign was not aimed at changing driving habits overnight but was intended to bring to the fore the importance of safe driving, particularly to adhering to basic road rules and regulations.

She added: "The UAE is home to 100-plus nationalities with different driving backgrounds and culture. It is important for them to understand that what might be acceptable in their home countries (like driving without a seat belt) is not necessarily acceptable here. For that matter, driving without a seat belt (the first basic rule) should not be acceptable anywhere in the world."

EMSF Director General Mr. Khalid Al Malik said the very fact that Abu Dhabi has been added to the campaign signifies the seriousness with which road safety must be taken and vowed to expand the campaign if need be to other emirates in the future.

In this regard, Mr. Malik thanked RoadStar sponsors for their continued commitment to corporate social responsibility and expressed the hope that others would join the cause in extending this campaign to all the remaining emirates of the country.

AXA Insurance's decision to recommit itself this year after joining the campaign for the first time last year means that the number of co-sponsors for this worthy cause continues to expand, Mr. Malik noted.

While Caltex is the main sponsor, Lexus (Al Futtaim Motors), Axa Insurance and the International Automobile Touring Club are the other co-sponsors with Gulf News, Wheels and Radio2 FM as the media partners.

In its 11th year since its inception and having invested over two million dirhams thus far in a campaign aimed at promoting safe driving, the RoadStar team will patrol Dubai and Abu Dhabi roads during rush hours in the morning in an attempt to identify safe drivers.

Drivers who observe basic principles of good driving such as wearing seatbelts, using child safety seats, using indicators and hands-free mobiles, observe lane discipline and display courtesy in addition to adhering to speed limits will come under the organisers' scanner during the campaign.

Besides being rewarded with a cash award on the spot, gifts and a certificate endorsed by Dubai Police in Dubai and Abu Dhabi Police in Abu Dhabi, the campaign also aims to contribute to making a difference to lives of the many winners, who most often send the reward money back home to support their families.