JEDDAH, 7 December 2005 — A campaign is under way to steer youngsters away from joy riding on the streets. The campaign is launched by United Raceway Co. (URC), which is preparing to open the Kingdom’s first world-class raceway for public use.
The raceway aims to attract youngsters to practice their driving hobby and skills on special and secured circuits, away from the streets so as to ensure the safety of their own and that of others.
The campaign was initiated at the recently held 27th Saudi International Motor Show here when 70,000 road-safety solidarity ribbons were distributed. The ribbons bore the “drive safely” message in both Arabic and English.
Delivered with the ribbons were leaflets showing the annual death and injury statistics resulting from road accidents in the Kingdom.
The campaign was communicated through its main slogan “Returning home alive is everyone’s responsibility,” and a short but powerful watchword “I care” in bold font. Additionally, visitors got a special supplement detailing the upcoming Jeddah Raceway project and other road safety awareness messages.
“Promoting ideal driving by underscoring the risks of reckless driving and the tragic consequences of violating traffic rules is central to URC’s mission in developing its Jeddah Raceway,” URC Vice Chairman and Executive Director Mishael ibn Abdul Mohsen Al-Sulaiman, said.
The Kingdom has the highest road accident death rate among the Gulf states, said URC Marketing Manager Bassam Qahtani.
