Mohd Shahnawaz <br />Road Safety Ambassador<br />Non-Profit Road Safety Organization<br />
Background<br />Non-profit volunteer organization founded on May 2010.<br />Named after “Suraya” fashion designing student...
<ul><li>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.</li></ul>Extent of the Road Accidents?<br />
Injury Deaths in 2009<br />
Accident Images<br />
Accident Images<br />
85% of accidents caused by recklessness drivers<br /><ul><li>Over speeding
Tailgating
Talking on cell while driving
Disobeying traffic laws</li></ul>Cause of Road Accident?<br />“The thinking that guides your intelligence (attitude) is mu...
Causal Factors (2000)<br />
Solutions<br />“Be Alert and Stay Alive” “All those left behind” “Beware of Other People's Mistakes” “Take Care”<br />Post...
Haddon Matrix Campaign Difference<br />
“Sticky”<br />From “Made to Stick” by Harvard researchers<br />10 years researching successful ads<br />
Radio Script<br />Husband: Hello! how are you doing, my love ?Wife: I am fine. It's been long time since you called.Husban...
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Rta presentation - Suraya Foundation

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

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Rta presentation - Suraya Foundation

  1. 1. Mohd Shahnawaz <br />Road Safety Ambassador<br />Non-Profit Road Safety Organization<br />
  2. 2. Background<br />Non-profit volunteer organization founded on May 2010.<br />Named after “Suraya” fashion designing student passed away last year.<br />Prevent accidents by reckless drivers.<br />We do it by spreading “sticky” messages via mass media.<br />
  3. 3. <ul><li>35 people die everyday in Gulf.
  4. 4. $20 billion to the economy.
  5. 5. Most dead productive age group (18-30)
  6. 6. N.o of accidents are increasing every year.</li></ul>Extent of the Road Accidents?<br />
  7. 7. Injury Deaths in 2009<br />
  8. 8. Accident Images<br />
  9. 9. Accident Images<br />
  10. 10. 85% of accidents caused by recklessness drivers<br /><ul><li>Over speeding
  11. 11. Tailgating
  12. 12. Talking on cell while driving
  13. 13. Disobeying traffic laws</li></ul>Cause of Road Accident?<br />“The thinking that guides your intelligence (attitude) is much more important than how much intelligence you have” -David Scwartz<br />
  14. 14. Causal Factors (2000)<br />
  15. 15. Solutions<br />“Be Alert and Stay Alive” “All those left behind” “Beware of Other People's Mistakes” “Take Care”<br />Post-crash<br />Logical<br />One size fits ALL<br />General media<br />Where are the results?<br />“Are you reckless?”<br />Prevent crash<br />Emotionally motivate (“sticky” messages)<br />Segmented messages<br />Focused media (radio)<br />Measure results<br />Past & Present Safety Campaign<br />Proposed Safety Campaign<br />“We are too busy mopping the floor to turn off the faucet” - Anon<br />
  16. 16. Haddon Matrix Campaign Difference<br />
  17. 17. “Sticky”<br />From “Made to Stick” by Harvard researchers<br />10 years researching successful ads<br />
  18. 18. Radio Script<br />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<br />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.<br />Hindi, Arabic and English -------- Segmentation<br />
  19. 19. How can RTA Help?<br />"Believers should observe their deeds in terms of not taking away people’s life and property recklessly" - Prophet Muhammed (PBUH)<br />Observe our campaign strategy<br />Join Board of Advisors<br />Have year round road safety campaigns (SUCCESS principle).<br />MEASURE the campaign’s effectiveness via after market research company. <br />
  20. 20. What’s in for RTA?<br />“You can never solve a problem on the level on which it was created.” – Albert Einstein<br />Exposed to different campaigns.<br />Learn effective elements in campaign.<br />Adopt “collaborative” campaigns like MAFMAD and Securite Pour Tous.<br />PREVENT accidents.<br />Instill RESPONSIBILITY on reckless drivers.<br />
  21. 21. Securite Pour Tous<br />
  22. 22. Faces of the Tragedy<br />ShahdaAbdurRauf, 10 (source: TheNational)<br />
  23. 23. Faces of the Tragedy<br />Suraya, 23<br />
  24. 24. Questions?<br /> LET’s BEGIN !<br />Visit: www.SurayaFoundation.com<br />Twitter: SurayaFound<br />

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