Safe Driving Challenge

Encouraging safe driving to reduce the number of traffic accidents and fatalities in Saudi Arabia has been a key focus for Abdul Latif Jameel since the beginning and a shared cause with Toyota Motor Corporation.

It is estimated that, between the years 1971 and 2010, 150,000 lives were lost in Saudi Arabia due to road accidents alone, an average of 3,846 deaths per year. In 2015, the annual fatality rate rose to 7,661, which equates to almost one death every hour. Forecasts show that, if this trend continues, more than 190,000 people may be killed on our roads between 2016 and 2036.

In 2014 Community Jameel launched the Abdul Latif Jameel Road Safety Initiative, in collaboration with Toyota Motor Corporation. Focused on raising awareness of road safety, the initiative places particular emphasis on Saudi Arabia’s youth population, driving a positive cultural change for the next generation.

“Focused on raising awareness of road safety, the initiative places particular emphasis on Saudi Arabia’s youth population, driving a positive cultural change for the next generation.”

Under this initiative, the Company organized the ‘Safe Driving Challenge’ in Jeddah, in collaboration with Toyota and Aramco Saudi Arabia. The event, hosted at the Jeddah International Motor Show in December 2015, under the patronage of HH Prince Mishael Bin Majid Al Saud, attracted over 2,000 visitors aged 15 years and up and are pleased to announce our involvement in the 32nd Gulf Traffic Week, starting March 13 2016.

This year’s event is themed ‘Your Seatbelt, Your Safety’, to promote the importance of always wearing a seatbelt when traveling in a vehicle, either as a driver or a passenger. Our participation includes a series of awareness campaigns and several recreational events, as well as interactive activities about road safety.

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