Road safety focus for new Community Jameel campaign

Community Jameel has launched a new campaign – “Your Belt, Your Safety” – as part of Abdul Latif Jameel’s Road Safety Initiative.

The campaign, which encourages Saudi Arabian citizens to always use vehicle seatbelts, was introduced ahead of the 34th Gulf Traffic Week. A road safety exhibition featuring characters from Open Sesame was also held in the Red Sea Mall, Jeddah, encouraging road safety for children.

More than 1.3 million people are killed in traffic accidents every year worldwide, and a further 50 million seriously injured. Road traffic safety has been gaining political attention over the last few years with a growing recognition that deaths and injuries represent major health, social and economic concerns. The recent ‘World Status Report; by the World Health Organization (2015), estimates that there are 27 road fatalities per 100,000 people per year in Saudi Arabia, indicating that the country has one of the highest death rates per head of population in the region. Many studies suggest that the majority of these are younger drivers aged 18-30, followed by children.

Hassan Mohammed Abdul Latif Jameel, President of Abdul Latif Jameel’s Traffic Safety Committee, said: Traffic awareness campaigns are effective in motivating Saudi road users, supporting government efforts in raising public safety, and enabling the concerned institutions to collaborate across different fields.”

Community Jameel’s Road Safety Initiative pays particular attention to equipping children, as future road users, with the necessary skills and knowledge to keep them safe.”

Community Jameel aims to help communities transform themselves and prevent problems. It focuses on areas including engineering, enforcement, emergency response, education and training. These are consistent with international best practice, as well as World Health Organization and United Nations recommendations that specifically target the reduction of deaths from road traffic collisions.

Abdul Latif Jameel Centre for Continuing Education, Abdul Latif Jameel Hospital, and several other Abdul Latif Jameel companies and departments also took part in Gulf Traffic Week.

Dr. Osama Al Kurdi Director of the Road Traffic Safety Initiative, commented that: Through strategically targeted activities and events, RTSI plays a key role in instituting strategic partnerships with concerned public and private agencies involved in managing road traffic safety. Through these strategic partnerships, road traffic safety campaigns aspire to the highest values and play a significant role in positively affecting road users’ attitudes and behavior.”

Abdul Latif Jameel is also using its sponsorship of Saudi Arabia’s domestic football league to promote road traffic safety. The 20th round of the Jameel League has been named the ‘Buckle Up Round’ to raise awareness of the importance of wearing seatbelts.

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