tiresandparts.net9This is an era in which more and more automotive companies have shifted their focus to electric cars. Companies like Tesla, Renault and General Motors have already launched their electric models in the UAE and the government here is also actively encouraging consumers to switch to electric models. In the wake of such initiatives, with more and more electric vehicles on the road, what elements would change in your organization’s awareness campaigns? Actually, there is a very limited number of EVs on the road right now, and we must avoid getting carried away with the ‘future’ of EV, autonomous driving, etc. as to date road traffic fatalities remain the #2 cause of death in this country, and this will stay for many years to come. We must work on the foundation of road safety, hence EV is not a priority for us at this stage. However, we did establish a topic on our portal to give users tips and tricks with regards to EVs. What kind of impact has the awareness campaigns conducted by RoadSafety UAE had? Do you think roadusers in the UAE are now driving more safely as a result of such initiatives? We exist to raise awareness and we do so via the full 360 degree marketing spectrum (events, B2B.B2C campaigns, speeches, on-line, social media, etc.). We conducted ground breaking research. Our press releases have received coverage in about 4,500 articles and USD 15 million in media value. Yes, behavior does improve and we measure this through one of our long term research projects. Can you tell us more about your partners from the automotive industry? How does having them onboard help? Currently, we work with Volvo, Al Futtaim Honda Motorcycles, Mercedes-Benz and Al Ghandi Auto. Over the last 5 years we worked with many more, but the current commercial pressure makes it difficult for many brands to invest in CSR. However, we are still working with about 25 brands (wider than just automotive). We create initiatives for our partners, and/or amplify their activities. We produce measurable ROI for our partners and also won awards for our work with our CSR-partners on country, regional and even global level. Autonomy is another key trend when it comes to the new age of mobility. As human error accounts for the vast majority of accidents, do you think that the advent of such vehicles will make the roads safer? In the future yes, as 95% of accidents occur due to human error. As in the case of electric vehicles, we must avoid getting carried away with the ‘future’ of EV, autonomous driving, etc. as road traffic fatalities continue to be one of the leading causes of death in this country. Shared mobility services like Careem and Uber are increasingly gaining ground in the UAE. How does this trend affect the outlook for road safety in the region? These fleets could play a key role in promoting road safety, as jointly we can educate road users, for example, regarding seat belt use. We ran successful campaigns with Careem. In addition, motorcycle delivery is a key topic of road safety and the likes of Careem, Uber Eats, etc. can and must play a vital role. RoadSafetyUAE has conducted several studies over the years regarding the habits of drivers and their awareness levels regarding road safety. Have the results of these surveys shown any improvement over the years? We have conducted many studies regarding road safety in the UAE. Our most recent study, the seventh cycle of RoadSafety Monitor was done in partnership with i-Insured in September 2018 and the results were published in October 2018. It covered a representative sample of 1,016 UAE residents and 57 percent of the respondents said that they felt UAE roads were not improving, with more cases of speeding. Around 60 per cent said that they see an increase in lane-swerving, which is one of the major causes of accidents. 69 per cent of the motorists said that they came across increasing cases of distracted driving, like the use of mobile phones.The previous studies had shown positive trends but this survey highlighted the need for continued education on road safety. One key positive takeaway of the survey was that the road infrastructure in the UAE received a high rate of approval from the participants in the survey with 83 per cent feeling that the roads have improved. With the prevalent high rate of accidents, what additional steps do you think the government should take to enhance road safety in the region? Some of the initiatives that the government can take include: • Engineering: more safe roads, safe pedestrian crossings, safe regulations for vehicles, etc.• Enforcement: proper laws (eg. Seat belt laws, maximum driving hours) and the enforcement of these rules.• Emergency Services: further improvement; technology: installations of more radars (not only fixed ones) and new technology like average speed capture / section control, etc. • Education: strong commitment and push; public private partnerships with automotive brands, platforms like RSU, big corporations, the media, etc.
< Page 8 | Page 10 >