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Rta presentation - Suraya Foundation

The document discusses a non-profit road safety organization called Suraya Foundation that was founded in 2010 after a fashion student named Suraya passed away. It aims to prevent accidents caused by reckless drivers through spreading "sticky" safety messages via mass media campaigns. Statistics presented show that most road deaths involve young productive aged groups between 18-30 and are increasing yearly, with 85% caused by reckless behaviors like speeding, tailgating, and using phones while driving. A proposed emotional radio script highlights the impact of reckless driving through a car crash scene and flatlining heart monitor sound to motivate safer driving. The organization seeks collaboration from other groups like the RTA to conduct effective long-term road safety campaigns and measure their impact through research.

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Mohd Shahnawaz Road Safety AmbassadorNon-Profit Road Safety Organization
BackgroundNon-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 driversOver speeding
Tailgating
Talking on cell while driving
Disobeying traffic lawsCause 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-crashLogicalOne size fits ALLGeneral mediaWhere are the results?“Are you reckless?”Prevent crashEmotionally motivate (“sticky” messages)Segmented messagesFocused media (radio)Measure resultsPast & Present Safety CampaignProposed 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 researchers10 years researching successful ads
Radio ScriptHusband: 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. ------- CredibleBackground - 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