Yasalam supports young people as they develop new road safety campaign

Press release
Published October 27th, 2011 - 06:58 GMT

FLASH Entertainment today announced that hundreds of school and university students across the Capital have been invited to develop an innovative road safety campaign, with the winning strategy to be featured in local media. 

The competition is part of Yasalam Responsibly; a new road safety campaign aimed at driving home the message that speeding, not wearing seatbelts, dangerous driving, talking on mobile phones, and texting while driving are the leading causes of accidents and fatalities on our roads. The community initiative will also reach out to passengers, who play a key role in ensuring their friends drive responsibly. Yasalam Responsibly has already seen some of the country’s most prominent Emirati footballers, motor racing celebrities, and road safety campaigners visit education institutes in Abu Dhabi. 

Shatha Al Romaithi, FLASH Entertainment spokesperson, said education institutes have been asked to select a group of students, no more than 30, to be part of the competition to create the most powerful road safety campaign. 

“What we are asking these students to do is to develop a campaign, a message and slogan that will appeal to Abu Dhabi youth aged 16-25,” she said. “We’re asking young people, those who are highly likely to be distracted while behind the wheel, to develop a strategy that will reach out to their peers and encourage them to be safe drivers”. 

She added: “Creativity will be encouraged; thus these campaigns will not be limited to any medium - they can use any of the following and more: art, film, dance, social media, radio and bumper sticker design. The final competition will be an interactive game show style showdown. Each team will have 2-3 minutes to pitch their ideas to an expert panel. Teams will not be judged solely on the execution of the campaign, but on the development of the campaign idea.” 

Teams from 12 education institutes have been invited to take part in the competition, which include the American International School, Abu Dhabi International School, NYIT Abu Dhabi, NYU Abu Dhabi, Zayed University Men’s, Zayed University Women’s, Higher College of Technology (Abu Dhabi Men’s), Higher College of Technology (Abu Dhabi Women’s), Higher College of Technology (Khalifa Women’s), and Khalifa University. 

The final campaigns will be presented to a judging panel in the F1 FanZone on November 4th at 17:30 hours. Winners will receive unique prizes as well as have their campaign featured in the local media. 

The Yasalam Responsibly campaign will also spread throughout the community, with a booth setup in the F1 FanZone™ from October 28th to November 13th. It will feature; a photomontage of all the campus visits, a display of pledge certificates signed by high profile. 

figures from Abu Dhabi and UAE, a car that has been wrecked in a high speed crash, that will later be used on November 4th by an extrication team for a demonstration of how people are taken out of a car in emergencies. In addition, there will be a photo booth which prints free pictures as well as the Yasalam Responsibly Pledge Counter, which will show the number of people who have pledged to be safer drivers, with the public being encouraged to sign. 

Background Information

Flash Entertainment

Based in Abu Dhabi, Flash Entertainment is the regions premier live events company, with a proven track record in delivering fantastic events and experiences for people of Abu Dhabi, of any age, culture or nationality. 

From movie premieres, classical shows, international tennis tournaments and megastar music concerts through to creating local community events, supporting local talent, and providing interactive experiences and edu-tainment, Flash is committed to providing unique entertainment experiences.

Flash have successfully delivered some of the biggest and most memorable live events in Abu Dhabi’s history. From ground breaking popstars to world film premieres, Flash has already left an unforgettable mark on the city, and in the process entertained over half a million people.

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