RIYADH, 22 February — In a rare private sector initiative, General Motors has launched an SR4.5 million advertising campaign aimed at motorists. This follows a sharp increase in accident-related deaths and injuries in the Kingdom. The number of accidents touched 84,936 last year while the loss sustained by road accidents stands at SR2.135 billion annually.
"The death toll on the roads of Saudi Arabia is alarming, and the real tragedy is that many children are among those who are killed or maimed," said Paul Johnson, managing director of GM Middle East. Major causes of accidents are drivers' indifference, excessive speed, disregard for safety rules and lack of experience.
According to a study, there is an average of 1.7 cars per family in the Kingdom. About 16 percent of drivers involved in road accidents did not possess driving licenses and only 21 percent of them are insured.
Johnson said a series of TV, radio and print media ads would present hard-hitting images and messages after approval from the Saudi traffic department. "We deliberately set out to jolt drivers into taking more care," he said. "If the campaign helps to save one life, this whole effort will be worthwhile."
One GM ad featuring a teddy bear sitting on a child's empty bed, emphasizes that children should never be allowed to sit in the front seat of a vehicle.
In addition to advertising, Johnson said, GM employees in the region have been trained to give advice to customers. The company has also printed thousands of safety leaflets for distribution, Johnson said, adding that auto manufacturers have an obligation to promote road safety and GM makes no apology for the harshness of these advertisements.
The campaign, which will also use outdoor displays to get the messages across, will be run over the next eight months.
