Beginning of September 2009, Volvo Cars Middle East launched the “All Those Left Behind” safety initiative in collaboration with EDI (Emirates Driving Institute) and MENARSP; the Middle East and North Africa Road Safety Partnership. The initiative arose purely from the overwhelming desire to address the tragedy of those victims who are left behind when someone close to them is killed suddenly in a car crash.
Volvo and their partners on this initiative are proud to reinforce the importance of road safety and encourage drivers to think about others when they get behind the wheel.
Fatima Raees, Marketing Manager of Emirates Driving Institute (EDI) said: “We at EDI are very happy with the response the initiative has received. EDI is increasing their efforts to promote this initiative by sending SMS messages to all past and present students to visit the www.allthoseleftbehind.com and share their stories. Across the 50 branches of EDI we have distributed flyers and posters to create awareness among the general public about the campaign. We are now in positive talks with various universities and colleges to seek their consent and promote the initiative within their premises too. We hope that many more organizations and companies come forward to help this initiative.”
The initiative’s first step is now fully underway which is gathering stories from the people who lost loved ones in a car crash. Volvo has launched a site for this purpose: www.allthoseleftbehind.com. To date the site has had 1,375 visits, 930 from which are from the UAE alone. By sharing their stories, people have been empowered to promote responsible driving in their community, while continuing to cherish the memory of a loved one. As a result, the site has provided comfort to those who have experienced this kind of loss.
Roula Beiruty, Marketing Manager for Volvo Cars Middle East said:
“With public concern growing daily about road safety, the “All Those Left Behind” initiative comes at the perfect time. The initiative is reinforcing the need to spread the message nation-wide: Drive Safely. After one month of launching this initiative we received numerous heartfelt responses and provoked curiosity from such countries as Germany, KSA, UK and the US.
To date there are 203 friends on facebook for the initiative with numbers highly anticipated to increase and growing followers on Twitter. To support this cause, please continue following us on twitter @thoseleftbehind and facebook allthosleftbehind”.
The safety initiative was developed by Memac Ogilvy and was facilitated by the various partners. Volvo is reaching out to drivers even further with a series of safety activities for the public with the on-going help of partners such as EDI (Emirates Driving Institute) and MENARSP; the Middle East and North Africa Road Safety Partnership is a collaboration of governments, businesses, and civil society organizations that supports projects that reduce the burden of road traffic crashes.
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