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Rta presentation - Suraya Foundation
 

Rta presentation - Suraya Foundation

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This is the RTA presentation done on August 10th, 2010 at the RTA headquarters.

This is the RTA presentation done on August 10th, 2010 at the RTA headquarters.

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    Rta presentation - Suraya Foundation Rta presentation - Suraya Foundation Presentation Transcript

    • Mohd Shahnawaz
      Road Safety Ambassador
      Non-Profit Road Safety Organization
    • Background
      Non-profit volunteer organization founded on May 2010.
      Named after “Suraya” fashion designing student passed away last year.
      Prevent accidents by reckless drivers.
      We do it by spreading “sticky” messages via mass media.
      • 35 people die everyday in Gulf.
      • $20 billion to the economy.
      • Most dead productive age group (18-30)
      • N.o of accidents are increasing every year.
      Extent of the Road Accidents?
    • Injury Deaths in 2009
    • Accident Images
    • Accident Images
    • 85% of accidents caused by recklessness drivers
      • Over speeding
      • Tailgating
      • Talking on cell while driving
      • Disobeying traffic laws
      Cause of Road Accident?
      “The thinking that guides your intelligence (attitude) is much more important than how much intelligence you have” -David Scwartz
    • Causal Factors (2000)
    • Solutions
      “Be Alert and Stay Alive” “All those left behind” “Beware of Other People's Mistakes” “Take Care”
      Post-crash
      Logical
      One size fits ALL
      General media
      Where are the results?
      “Are you reckless?”
      Prevent crash
      Emotionally motivate (“sticky” messages)
      Segmented messages
      Focused media (radio)
      Measure results
      Past & Present Safety Campaign
      Proposed Safety Campaign
      “We are too busy mopping the floor to turn off the faucet” - Anon
    • Haddon Matrix Campaign Difference
    • “Sticky”
      From “Made to Stick” by Harvard researchers
      10 years researching successful ads
    • Radio Script
      Husband: Hello! how are you doing, my love ?Wife: I am fine. It's been long time since you called.Husband: Yeah I have been busy with work, driving work. Am running late. Have to be there in an hour. (sound: accelerating) How are my kids?Wife: They are here...Husband: Let me speak to them... ------------ Emotional**Tires screeching, loud crash, glass shattering sound** --------- Unexpected**Ambulance and police sirens sounds****Heart beating fast background sound**Husband (faint voice - pondering): I hope I can make out of this...Husband (faint voice): Who will look after my kids...**Heart beat slows down (background)**Husband (faint voice): I wish I would have driven carefully...**Heart stops beating ... Heart monitor tone of a “Flatline” Beeeeeep *decreasing to increasing volume**          Male Voice : 35 people die everyday due to reckless driving in Gulf -------- ConcreteMale Voice: Are you reckless? ------ SimpleMale Voice: A message from Suraya Foundation. ------- Credible
      Background - Many of the accidents occur due to over speeding, not keeping safe distance and road rage. Here is an Arab guy speeding and heading home on weekend.
      Hindi, Arabic and English -------- Segmentation
    • How can RTA Help?
      "Believers should observe their deeds in terms of not taking away people’s life and property recklessly" - Prophet Muhammed (PBUH)
      Observe our campaign strategy
      Join Board of Advisors
      Have year round road safety campaigns (SUCCESS principle).
      MEASURE the campaign’s effectiveness via after market research company.
    • What’s in for RTA?
      “You can never solve a problem on the level on which it was created.” – Albert Einstein
      Exposed to different campaigns.
      Learn effective elements in campaign.
      Adopt “collaborative” campaigns like MAFMAD and Securite Pour Tous.
      PREVENT accidents.
      Instill RESPONSIBILITY on reckless drivers.
    • Securite Pour Tous
    • Faces of the Tragedy
      ShahdaAbdurRauf, 10 (source: TheNational)
    • Faces of the Tragedy
      Suraya, 23
    • Questions?
      LET’s BEGIN !
      Visit: www.SurayaFoundation.com
      Twitter: SurayaFound