BBN International
Fifthring Monday 06 February
Integrated corporate communications
New road safety campaign website for the UAE live February 8, 2011

Sharjah Police Traffic & Licensing department and Petrofac have collaborated on a 12 month road traffic campaign with the key objective of introducing behavioural change and thereby reducing fatalities and accidents. Visit the new campaign web site produced by Fifth Ring.

Safety on the roads for all its users is a major focus area of Sharjah Police and embodied in its core values. For Petrofac, driving safety is one of the company’s “Golden Rules of Safety” and the business had a specific internal objective to achieve further improvements in this area during 2010.

Having undertaken previous research, Sharjah Police had a primary target audience for the campaign: young Emirati men between the ages of 18-30. However, the the campaign was to be highly visible so a much broader audience was reached.

Three target areas were identified on which to jointly focus the campaign: 

- Speeding
- Seatbelts
- Use of mobile telephones

Research was undertaken by Fifth Ring in respect of the media plan for the campaign and the creative components were priced accordingly and competitively.

The campaign is fully integrated, and presented in dual language - Arabic and English – and a number of tools were effectively used by Fifth Ring to communicate with the target audience, mainly around: 

- Radio advertising across Sharjah/Dubai
- Cinema advertising across Sharjah/Dubai
- Petrol Station Advertising across Sharjah
- Print (Press) Advertising 
- Internet based communications
- Collateral including posters and leaflets
- Public/media relations

The campaign has been effectively and creatively addressed by Fifth Ring, and whilst still running we believe it will have a positive and lasting effect on the standard of driving on the roads of the UAE including a reduction in the number of road deaths amongst the target group as well as other road users.

Visit the website now at
www.noaccident.ae



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