MOHAMED Yousuf Naghi Motors (MYNM), the importer of BMW Group vehicles in Saudi Arabia has launched BMW Group’s ‘Stay Alert. Stay Alive.’ road safety campaign for the first time in Saudi Arabia. The campaign aims to help raise awareness of the importance of road safety with focus on seatbelts and car seats in Riyadh, Jeddah and Alkhobar.
Statistics on road safety in the Kingdom show the need for change, as an average of 1,537 car accidents per day were reported in 2011. Saudi Arabia also recorded the highest rate of road accident fatalities in the world in 2009, according to the World Health Organization (WHO). In addition, Saudi Arabia was only given a 5/10 rating for seatbelt enforcement in the WHO report and 2/10 rating for child safety enforcement.
The theme of the campaign in Saudi Arabia is seatbelt use and will include various awareness activities, at shopping malls in Riyadh, Jeddah and Alkhobar with the aim of distributing 1,000 complimentary child booster cushions to families across the Kingdom.
The BMW Group Middle East ‘Stay Alert. Stay Alive.’ road safety campaign was first launched in 2010 in the UAE, and is being extended across several other Middle East countries.
After conducting research with BMW and MINI customers, BMW Group Middle East identified the use of seatbelts, and in particular, appropriate child car seat restraints, as the key issues to be tackled in the campaign.
Stavros Paraskevaides, MD, MYNM (BMW), said: “The statistics show how many lives are being lost every year due to traffic accidents in Saudi Arabia, so we felt it was important to bring the BMW Group Middle East’s award-winning ‘Stay Alert. Stay Alive’ campaign to the Kingdom to help encourage safer driving habits on our roads. We will commence our campaign with distributing free booster cushions to families with children aged 6-11 years old at malls across the Kingdom, but the bigger responsibility is on parents to ensure that they are used properly.”
MYNM launches BMW’s road safety campaign
