Overview of a pioneering film and web public awareness campaign in Arabic and English from Oman designed to raise awareness of high risk driving behaviours and in-car protection for children

1. Salim and Salimah, Safe and Sound
‫السالمة مع سالم و سالمة‬
Saving lives on Oman’s roads
A Sustainability Project

2. Project Goal
The goal of the Salim and Salimah,
Safe and Sound ‫السالمة مع سالم و سالمة‬
™ campaign is to reduce the spiralling
number of deaths and injuries among
children and young people in road
traffic crashes in the Sultanate of
Oman and wider MENA region
www.salimandsalimah.org

3. Objectives
To change driver behaviour through creative
multi-media campaigning based on social
marketing principles to:-
 raise awareness of death and injury due to
high risk driving habits;
 share knowledge of proven death and injury
prevention strategies;
 highlight individual responsibility for road
safety.
www.salimandsalimah.org

4. Concept – educate and empower
 Free and accessible resources, film, web,
print;
 Research and coalition-based
 Focus on Arabic language and Gulf cultural
context
 Highly visual: logo, tag, graphics, film and
web
 Creative social marketing approach with
branded merchandise
www.salimandsalimah.org

5. Film – Doesn’t your child deserve a safe ride?
 Pioneer child passenger safety film
in the MENA region.
 High impact scenarios involving
dangerous driving behaviours
 All-Omani cast
 Winner of Best Regional Road
Safety Campaign Film, New Delhi
Film Festival 2007
www.salimandsalimah.org

6. Website – English and Arabic
www.salimandsalimah.org

7. One Life Your choice newsletter
www.salimandsalimah.org

8. Print materials
www.salimandsalimah.org

9. Our network
• World Health Organisation and UN
Global NGO network
• Global Alliance of NGOs
• For Road Safety
• European Road Safety Charter
• Road Traffic Injuries Research
Network
• FIA Foundation and Make Road Safe
Campaign
www.salimandsalimah.org

10. Who we are
Sustainability is a 100% Omani social enterprise dedicated to
raising awareness of risk factors for death and injury in road
traffic crashes and promoting a ‘crash-free’ culture. Active in
the field of road safety since 2005, Sustainability is:-
 creator of pioneer child web and film campaign, Salim and
Salimah, Safe and Sound ™ ‫السالمة مع سالم و سالمة‬
 Oman’s NGO focal point for the Decade of Action on Road
Safety 2011-2020 and founder member of the Global Alliance
of NGOs for Road Safety
www.salimandsalimah.org

11. Focus for the Decade of Action
 Capacity building – train the trainer/ community road
safety ambassadors
 Film production and multi-media tool development
 Community outreach
 Events
 Maintaining website, newsletter etc..
www.salimandsalimah.org

12. To invest in saving lives
Contact:-
Bernadette Bhacker
Bernadette Bhacker
Project Director
www.salimandsalimah.org
Tel/Fax: (+968) 24492057
Mob: (+968) 99422375
Sustainability llc
P.O. Box 500, Mina Al Fahal 116
Sultanate of Oman
www.salimandsalimah.org