Suraya Foundation was formed after Suraya Akhter passed away in a reckless car crash in 2009. The foundation aims to reduce road accidents in the UAE by 32 deaths per 100,000, which is higher than the UK's rate of 4 deaths per 100,000. It launched the "Are You Reckless?" campaign featuring hard-hitting radio ads in three languages to promote safe driving. The campaign asks drivers about their habits and behavior. The foundation is seeking collaboration from ARN radio network to air the ads for three months to better measure the campaign's effectiveness and spread awareness. This would help the government tackle the major issue of road safety in the Gulf.
6. Cause of Car Crashes Dubai Police - Reckless driving is the major cause of Car Crash every year.
7. Mission of Suraya Foundation Suraya Foundation was formed to change the attitudes of the reckless drivers by spreading emotionally compelling ads via mass media.
8. Our Campaign Launched “Are Your Reckless” Campaign – Series of hard hitting radio ads questioning the driver their driving habits. Promoting safe driving principles in 3 languages (English, Hindi, Urdu) Measure effectiveness of the campaign.
9. Objective of “Are You Reckless?” Ask government bodies to have full time safe driving radio campaigns round the year. Urge to use radio to reach specific and focused demographic group. Provide study and campaign methodology to universities and government bodies.
10. “Are You Reckless?” There are 3 steps to complete the ad : - i, Content– Collaborated with Murdoch University to complete the emotionally compelling radio ads. ii, Spread– Spread the awareness via ARN radio network in 3 languages to have better reach. iii, Measure Effectiveness – Measure effectiveness of the radio campaign via after market research groups.
11. How can ARN help? Collaborate in the study by providing airtime. Our target English (Virgin), Arabic (Khaleejiyah), Hindi (City 101.6) Looking for 3 months and at least 10 spots a day
12. Benefits for ARN “You can never solve a problem on the level on which it was created.” – Albert Einstein Become Platinum sponsor. Put logo on the website, campaign materials. Exposure on seminars, media and social media. Press release to major newspapers. Provide credible proof (after-market research) showcase to government bodies. Add to CSR profile of the company.
13. Importance of Campaign Help tackle the MAJORISSUE Gulf is facing. Help Dubai achieve it’s goal by year 2020 Help government in the region. Improving the campaign effectiveness. Save lives and resources drained due to crashes which are preventable.
