as finalist, my presentation on "pedestrian safety awareness campaign/project" at gulf...
TRANSCRIPT
This is a self motivated initiative of an individual trying to make a difference in a community with a global message.
Professional Engineer (P.Eng.) of Toronto, Canada
now working for Abu Dhabi Distribution Company (ADDC) and having Defensive Driving Certificate from Canada Safety Council.
My Quote:
🚶 “PEDESTRIANS ALWAYS BURN CALORIES NOT FUEL; RESPECT THEM!”🚶
Pedestrian Safety Awareness Campaign/Project
Pedestrian Safety Awareness Campaign/Project
This cause-related non-profit marketing campaign appeals to the general community within UAE to practice a Sustainable Living by
ensuring a healthy lifestyle which attempts to reduce road fatalities and ensure safety for both motorists and Pedestrians.
This campaign is for Sustainable Living; emphasizing on
Pedestrian Safety and walking instead of short distance driving which is good for health & better for the Green Environment.
Pedestrian Safety Awareness Campaign/Project
1. Campaign Rationale & Context
The rationale behind this initiative is dual:
1. To Ensure Safety of Pedestrians when crossing roads from a driver’s perspective! And reduce road fatalities. 2. To encourage residents to walk more within the city by ensuring the feeling of “safety” while they walk and cross and promote a Sustainable Living.
The slogan highlights the importance of pedestrians on roads and the respect which should be given as all drivers are also pedestrians once they step out their cars.
My slogan: “Ensure Pedestrian Safety; Respect them for Sustainable Living” illustrates the 2 rationale into a concise message.
Pedestrian Safety Awareness Campaign/Project
- As an Electrical Engineer, my eyes first struck at the amber light blinking by the side of the pedestrian crossing at ‘Lane for Turning Right’. - But NO cars would stop for walkers to cross!
- It is to be mentioned that every one of us is a Pedestrian including our school going Children. By crossing the lane/street/road, someone of our family member is going to a nearby shop; attending prayer; walking to catch public transport, walking for health fitness/illness, etc. etc. eventually which has become part of our daily life.
- For this reason, I started my journey by initiating a Pedestrian Safety issue "Drivers should take more care turning right (CROSS WITH CARE)" in The National Newspaper of Abu Dhabi Media through a letter dt. May 13, 2008 to draw everyone's attention!!
Pedestrian Safety Awareness Campaign/Project
- Unfortunately, many drivers hardly give way to pedestrians and
It was at this point, an inspiration came to create an opportunity
to raise awareness for pedestrian road safety.
Eventually I launched a Pedestrian Safety Awareness Campaign/Project in the LinkedIn Social Media in 2012.
Later a follow-up article Zebra Crossings are 'ignored by drivers' published on November 05, 2013 in the same newspaper, proposed/suggested for the improvement on this issue.
Pedestrian Safety Awareness Campaign/Project 2. Strategic Planning
Subsequently the measures started implementing by the concerned authorities for Pedestrian Safety.
An article Pedestrian deaths fall 9% in the UAE but still higher than in the west published on March 09, 2014 in The National
Newspaper on this development.
Pedestrian Safety Awareness Campaign/Project
Again a letter published Drivers continue to violate rules despite warnings (NO REGARDS FOR RULES) on July 01,
2014 in the same newspaper for some anomalies.
Pedestrian Safety Awareness Campaign/Project
From March 2015, I have been Campaigning with my Decal for Changing Motorists’ Behavior and published an article Road respect begins from Pedestrian Respect on June 26,
2015 in the Social Media LinkedIn.
Pedestrian Safety Awareness Campaign/Project
So what is the importance behind my self-made Decal?
The decal is dedicated to bring Pedestrian Respect! And Give Way & Keep Access Clear to the
Pedestrians at uncontrolled Zebra Crossing such as at Lane for Turning Right.
Drivers seem to be mostly on a rush! Before my decal, I have noticed cars and SUVs honking at
vehicles in front of them at uncontrolled pedestrian crossings. I have myself faced this road
bullying behavior when I slow down and stop for walkers to cross.
But AFTER, vehicles behind are always curious to read my decal in front of them; so now when
I Stop for the pedestrians to cross freely as usual, cars behind me see my decal and don’t rush me
to move until the pedestrians have finished crossing. After going around in the city, a behavioral
change in drivers were seen when they read my decal and they started stopping for people to
cross without risking their lives.
I firmly believe that our roads are not just for ‘Drivers to Drive’, it is also for ‘Walkers to
Cross’ and as physical fitness is a basic necessity nowadays, there will be more and more
walking outside who become pedestrians when they are crossing streets.
I have been passionately campaigning through my Decal and side by side at my workplace to
motivate my colleagues to start caring for Pedestrian Safety and I urge everyone who drives to
take more care when a walker is seen waiting to cross, because when we “drivers” park our car
and walk, we become Pedestrians too and we can expect other drivers to stop for us to cross
safely!
Albert Einstein once said “More the knowledge, lesser the ego; Lesser the knowledge more the
ego” and I say that “More expensive vehicle, lesser road and pedestrian respect; Lesser
expensive vehicle, more road and pedestrian respect”
So regardless of how big or small someone’s vehicle is, let’s minimize the road bullying and
respect pedestrians when they are crossing our roads.
🚶 PEDESTRIANS ALWAYS BURN CALORIES NOT FUEL; RESPECT THEM! 🚶
– Quoted by Iftekhar Ahmed, P.Eng.
Pedestrian Safety Awareness Campaign/Project
🚶 Road respect begins from Pedestrian Respect! 🚶
This logo represents to ensure safety of pedestrians when crossing roads from a driver’s
perspective. It was converted into Decal by me to set it on rear of my SUV.
So why am I using this Decal?
I initially noticed when I was walking in the city the risk for pedestrians when cars don’t slow
down or stop especially at uncontrolled pedestrian crossings like ‘Lanes for Turning Right’.
As an Electrical Engineer, my eyes first struck at the amber light blinking by the side of the
pedestrian crossing at ‘Lane for Turning Right’ but NO cars stopping for walkers to cross. It is to
be mentioned that every one of us is a Pedestrian including our school going Children. By
crossing the lane/street/road, someone of our family member is going to a nearby shop; attending
prayer; walking to catch public transport, walking for health fitness/illness, etc. etc. eventually
which has become part of our daily life.
I have seen many exciting decals of different sizes and shapes of attractive logos and phrases in
many cities in the world, most of them are available in mega stores such as Canadian Tire.
Side by side I also have been campaigning this issue at my workplace to Start Caring for Pedestrian Safety and with
associates through e-mails & social media for
Sustainable Living.
Pedestrian Safety Awareness Campaign/Project
3. Involvement of Key Stakeholders
Pedestrian Safety Awareness Campaign/Project
It is a self motivated individual initiative to make a
difference for the larger benefit of the community.
Pedestrian Safety Awareness Campaign/Project
Within few months time upon spreading the awareness in social
media, I started to gain interest from friends and colleagues who
desired to campaign alongside me with decals on the rear of their
vehicles as non-profit supporters of this cause.
My campaign/project supporters believed we can make a
difference to keep pedestrians safe on the roads!
Pedestrian Safety Awareness Campaign/Project
Many of my associates started joining this campaign by using similar Decal (made by me) fixed at rear of their vehicles.
20+ private vehicles (of different nationalities including Emiratis)
now are currently on the roads of Abu Dhabi with my campaign decal to make it more affective.
Pedestrian Safety Awareness Campaign/Project
4. Innovation & Creativity
The concept of Sustainable Living is becoming more and more
preferred globally. This campaign promotes a change in road
culture in the country and creates an eco-friendly community.
Pedestrian Safety Awareness Campaign/Project - What makes this campaign/project unique is the dual purpose which is inaugurated in the message which attracts the attention of both motorists and pedestrians (which combines everyone in a community) to practise a mutual respect among each other on the roads and in turn promote a safer and a greener community.
- The Unique Selling Point (USP) of this campaign is that it is not particularly aimed at a specific community, it is more so to the general society, which creates an opening for global utilization.
Pedestrian Safety Awareness Campaign/Project
- A campaign to promote caution and respect behind the wheel was initiated in an attempt to bring behavioural change among motorists by displaying self-made decal on rear of my vehicle. - This decal is a creative way of showing an effective message to motivate motorists and start caring for Pedestrian Safety as when we “drivers” park our car and walk, we become Pedestrians too and we can expect other drivers to stop for us to cross safely!
Pedestrian Safety Awareness Campaign/Project 5. Effective Implementation
I have been passionately campaigning from March 2015, through my decal to motivate other road users to start caring for Pedestrian Safety! I also published an article; “Road respect begins from Pedestrian Respect” on June 26, 2015 in the Social Media LinkedIn to spread the awareness.
Pedestrian Safety Awareness Campaign/Project
The sticker has a red triangle-shaped sign with a
symbol of a pedestrian, and the phrase
“Ensure pedestrian safety” in English and Arabic.
Pedestrian Safety Awareness Campaign/Project
So what was the importance behind promoting my
campaign/project by this decal?
- The decal is dedicated to bring Pedestrian Respect! And Give
Way & Keep Access Clear to the Pedestrians at uncontrolled
Zebra Crossing such as at “Lane for Turning Right”.
Pedestrian Safety Awareness Campaign/Project
- Drivers seem to be mostly on a rush! Before my decal, I have noticed cars and SUVs honking at vehicles in front of them at uncontrolled pedestrian crossings. I have myself faced this road bullying behaviour when I slow down and stop for walkers to cross.
Pedestrian Safety Awareness Campaign/Project
- But AFTER, vehicles behind are always curious to read my decal in front of them; so now when I Stop for the pedestrians to cross freely as usual, cars behind me see my decal and don’t rush me to move until the pedestrians have finished crossing. After going around in the city, a behavioural change in drivers were seen when they read my decal and they started stopping for people to cross without risking their lives.
Pedestrian Safety Awareness Campaign/Project
- The decal attracted more attention, when an article ”UAE resident takes a stand against drivers who ignore pedestrian crossings” was published in The National Newspaper on July 23, 2015 which is available at Sign of a stickler for respect - A follow-up report Drivers stick to crossing protocol also published by the same on October 24, 2015 regarding the positive response by the Abu Dhabi motorists day by day!!!
Pedestrian Safety Awareness Campaign/Project
- In addition; to educate motorists a Demonstrational Video Tutorial was created and posted by me illustrating the appropriate steps to take at uncontrolled pedestrian crossings especially at “Lane for Turning Right” which is available at Give Way & Keep Access Clear to the Pedestrians on the Zebra Crossing at Lane for Turning Right.
Pedestrian Safety Awareness Campaign/Project
6. Outstanding Change Delivered
Inspired by this Campaign & Idea, Abu Dhabi Distribution Company (ADDC); pleased to adopt this and started campaigning from March, 2016 (as a pioneer) with their own Eco-Friendly designed Decal/Sticker
Pedestrian Safety Awareness Campaign/Project
“We Ensure Pedestrian Safety” were planned to fix over
450+ ADDC vehicles as part of their CSR strategies and plans!
Also available online at: Safety decal on 450 government vehicles in bid to reduce run-over deaths in Abu Dhabi In addition, The National Editorial News available at: Road to safety
Pedestrian Safety Awareness Campaign/Project
Pedestrian Safety Awareness Campaign/Project
7. Business Impact and Results Achieved
Pedestrian fatalities accounted to 29% of all road fatalities
according to the National Newspaper, which was a significantly
higher percentage than modernised countries around the world.
Pedestrian Safety Awareness Campaign/Project
- As per one news article on the National Newspaper dated July
23rd, 2015, 40 out of the 1,232 traffic accidents nationwide in just
the first 3 months of the year were due to failure to give way to
pedestrians as they were crossing.
- About 15 to 20 per cent of UAE’s road traffic fatalities are
pedestrians so according to the newspaper, there was a need to
raise awareness to keep them safe on the roads.
Full story available at http://www.thenational.ae/uae/transport/uae-resident-takes-a-stand-
against-drivers-who-ignore-pedestrian-crossings with follow-up report published on October
23, 2015 regarding the positive response by the Abu Dhabi motorists day by day!
Available at http://www.thenational.ae/uae-motorists-display-decals-to-urge-crossing-
protocol
- Since I have been spreading the awareness through my self-
made decal, which was later accompanied by 20+ of my
supporters (including Emiratis), It is noticed 7 out of 10 cars
now are stopping at uncontrolled pedestrian crossings to allow
them to cross, which was significantly lower previously.
- In addition, ADDC has been promoting my initiative by decals
placed on both sides of their 450+ vehicles now in Abu Dhabi
Emirate and further effect of behavioural change has been
noticed on the roads, specially in the Capital.
Pedestrian Safety Awareness Campaign/Project
- Moreover, in an article printed in the National Newspaper dated
7th January 2016 stated further improvements of motorist
behaviour on the roads. Col. Ahmad Al Zeyoudi of Abu Dhabi
Traffic Police Directorate stated in the article that pedestrian
fatalities dropped in 2015, however “Such accidents were
mainly caused by pedestrians’ poor judgment and negligence by
motorists who do not give priority to people crossing the road”
he said. Tougher traffic laws were also implemented to those
violating to give way to pedestrians and stopping on pedestrian
crossing including hefty fines which is available at http://www.thenational.ae/uae/deaths-caused-by-run-over-accidents-in-abu-dhabi-drop
Pedestrian Safety Awareness Campaign/Project
CXM World (An UK origin online magazine from Dubai) published
an article “Pedestrian Initiative That Is Saving Lives In UAE”
Pedestrian Safety Awareness Campaign/Project
I am optimistic about the future of pedestrians in the UAE:
“I do believe that this country has good road structures and
safety measures just as other modernized countries, maybe even
better than some countries and when more and more people
start following my initiative and give respect to pedestrians, the
roads will gradually become safer in the near future.”
Pedestrian Safety Awareness Campaign/Project
I invite more Government / Semi-Government authorities and
Private companies to adopt it as part of their CSR strategies &
plans, as this initiative can be a Global Inspiration for positive
change in behaviour of motorists.
Pedestrian Safety Awareness Campaign/Project
To everyone here to respect pedestrians and urge others to bring
in the behavioural change to value the general road etiquettes
for other road users
Pedestrian Safety Awareness Campaign/Project
After all …
Road respect begins from Pedestrian Respect