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Addressing a press conference held to announce the launch, Ahmed Abdullah Al Shaikh, DMI Managing Director, accompanied by Major General Khamis Mattar Al Mazeina, Deputy General of Dubai Police stated:
"As a socially responsible corporation, it goes without saying, we have a profound duty of highlighting to our viewers the issue of road safety due the deep effect it has on our daily 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."
He added, "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."
"We are steady followers of HH Sheikh Mohammad Bin Rashid Al Maktoum, UAE Vice President Prime Minister and Ruler of Dubai, guidance, when it comes to realizing the importance of teaming up with government bodies and corporate entities to support local initiatives. DMI's channels are at Dubai's service always, and together we will work towards creating the desired results and finding solutions that will benefit us all," he added.
Major General Khamis Al Mazeina, Deputy General, Dubai Police, "We heartily thank Dubai Media Incorporated for their unwavering support towards this societal initiative. DMI is an undisputed champion in the media arena, and with their capabilities, we can ensure that the right amount of awareness and solutions will reach the desired segment of society that truly needs to be in the know.
"According to traffic statistics revealed by the Traffic and Licensing department, the year 2007 leading up to November saw 3010 road accidents lead to the demise of 302 people and 4512 injured. November 2007 alone witnessed 337 accidents and the death of 31 while in October 2007, 41 people died in 304 accidents," he added.
"Our city faces severe traffic issues due to the lack of awareness and absence of driving discipline for a large number of people. Further statistics show that 'carelessness and lack of consideration towards road user' is the number one cause for accidents in the emirate; causing 557 accidents that led to the death of 106 people and injuring 609.
"'High speed' comes in at second place whereby 219 accidents led to the death of 73 people, 23 of those directly due to being run over. In third place, sudden swerving comes in 3rd place as the leading cause of accidents, being responsible for 317 accidents which led to 34 deaths and 8 run overs," noted Al Mazeina.
DMI's "Think" Campaign is aimed at advocating 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 ten safest driving destinations.
"Think" is one part of a series of traffic campaigns set by DMI previously, in its efforts for being a socially responsible corporation. Last year, DMI launched a campaign entitled, "In your hands", a three- month long campaign which garnered the highest acclaim among the community in term for significantly decreasing the amounts of road accidents. DMI will continue to raise awareness and provide guidance to the community.
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Posted by Siba Sami Ammari
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