This is the RTA presentation done on August 10th, 2010 at the RTA headquarters.

1. Mohd Shahnawaz Road Safety Ambassador Non-Profit Road Safety Organization

2. Background Non-profit volunteer organization founded on May 2010. Named after “Suraya” fashion designing student passed away last year. Prevent accidents by reckless drivers. We do it by spreading “sticky” messages via mass media.

4. $20 billion to the economy.

5. Most dead productive age group (18-30)

6. N.o of accidents are increasing every year.Extent of the Road Accidents?

7. Injury Deaths in 2009

8. Accident Images

9. Accident Images

11. Tailgating

12. Talking on cell while driving

13. Disobeying traffic lawsCause of Road Accident? “The thinking that guides your intelligence (attitude) is much more important than how much intelligence you have” -David Scwartz

14. Causal Factors (2000)

15. Solutions “Be Alert and Stay Alive” “All those left behind” “Beware of Other People's Mistakes” “Take Care” Post-crash Logical One size fits ALL General media Where are the results? “Are you reckless?” Prevent crash Emotionally motivate (“sticky” messages) Segmented messages Focused media (radio) Measure results Past & Present Safety Campaign Proposed Safety Campaign “We are too busy mopping the floor to turn off the faucet” - Anon

16. Haddon Matrix Campaign Difference

17. “Sticky” From “Made to Stick” by Harvard researchers 10 years researching successful ads

18. Radio Script Husband: Hello! how are you doing, my love ?Wife: I am fine. It's been long time since you called.Husband: Yeah I have been busy with work, driving work. Am running late. Have to be there in an hour. (sound: accelerating) How are my kids?Wife: They are here...Husband: Let me speak to them... ------------ Emotional**Tires screeching, loud crash, glass shattering sound** --------- Unexpected**Ambulance and police sirens sounds****Heart beating fast background sound**Husband (faint voice - pondering): I hope I can make out of this...Husband (faint voice): Who will look after my kids...**Heart beat slows down (background)**Husband (faint voice): I wish I would have driven carefully...**Heart stops beating ... Heart monitor tone of a “Flatline” Beeeeeep *decreasing to increasing volume** Male Voice : 35 people die everyday due to reckless driving in Gulf -------- ConcreteMale Voice: Are you reckless? ------ SimpleMale Voice: A message from Suraya Foundation. ------- Credible Background - Many of the accidents occur due to over speeding, not keeping safe distance and road rage. Here is an Arab guy speeding and heading home on weekend. Hindi, Arabic and English -------- Segmentation

19. How can RTA Help? "Believers should observe their deeds in terms of not taking away people’s life and property recklessly" - Prophet Muhammed (PBUH) Observe our campaign strategy Join Board of Advisors Have year round road safety campaigns (SUCCESS principle). MEASURE the campaign’s effectiveness via after market research company.

20. What’s in for RTA? “You can never solve a problem on the level on which it was created.” – Albert Einstein Exposed to different campaigns. Learn effective elements in campaign. Adopt “collaborative” campaigns like MAFMAD and Securite Pour Tous. PREVENT accidents. Instill RESPONSIBILITY on reckless drivers.

21. Securite Pour Tous

22. Faces of the Tragedy ShahdaAbdurRauf, 10 (source: TheNational)

23. Faces of the Tragedy Suraya, 23

24. Questions? LET’s BEGIN ! Visit: www.SurayaFoundation.com Twitter: SurayaFound