Porsche RoadStar Promotes and Rewards Safe Drivers

Top Quote The bi-annual Porsche RoadStar campaign, aimed at rewarding safe drivers, returns to the UAE roads from October 19-23 with drivers in Dubai and Sharjah provided with an opportunity to each win Dh1,000 per day and also receive a certificate endorsed by the police of the respective Emirates. End Quote
  • (1888PressRelease) October 21, 2014 - Dubai, United Arab Emirates - The campaign received a timely boost when Porsche Centre Dubai, Al Nabooda Automobiles stepped in as the main sponsor during the 31st edition of the campaign in March this year, with the German carmaker joining co-sponsors RSA Insurance and EMA Lubricants.

    The initiative, aimed at promoting safe driving and rewarding those who adhere to traffic rules in the strictest sense, will mark its 32nd edition when it gets under way in Dubai from October 19-21 and then move to Sharjah from October 22-23. Plans were in the making to introduce the campaign in Fujairah, but the organisers have decided to postpone the move given the time constraints.

    Launched over a decade-and-a-half ago, the campaign has seen thousands of drivers win one of Dh1,000 of the Dh10,000 daily cash awards in addition to a certificate issued by the police of the concerned Emirate.

    The campaign made its debut in 1998 with the Emirates Motor Sports Federation (EMSF) and the full support of the police departments of the concerned Emirates.

    Mohammed Ben Sulayem, President of Automobile and Touring Club of UAE, President of Emirates Motor Sports Federation and FIA Vice-President said: "We are happy to again lend our support to an initiative which sets out to promote safe driving and recognises and rewards those who best follow our traffic rules, in doing so setting an example for others."

    Colonel Saif Mohair Al Mazrouei, Director of the General Directorate of Traffic of Dubai Police said: "Anything and anybody connected with safe driving projects must be encouraged because they are undertaking a social responsibility. That is why for over 16 years Dubai Police has been associated with RoadStar and we will continue to lend support in the future too."

    Drivers who adhere to the basic principles of good driving such as wearing seatbelts, using child safety seats, use indicators and hands-free mobiles, observe lane discipline and display courtesy in addition to staying within the prescribed speed limits will come under the organisers' scanner.

    "The RoadStar contest is a fantastic initiative that promotes and rewards safe drivers on Dubai and Sharjah roads," said K. Rajaram, CEO of Al Nabooda Automobiles, the sole distributor for Porsche in Dubai and the Northern Emirates.

    "The idea of rewarding safe drivers and creating a buzz around them is important because it has an immediate positive impact on the drivers and their group of friends and family. This is an extremely effective way of spreading a road safety culture among our drivers, and Porsche Centre Dubai is delighted to join forces with the Emirates Motor Sports Federation, Ciel Events as well as Dubai Police and Sharjah Police in supporting this worthy cause."

    During the campaign period, a total of Dh50,000 will be given out as incentives for drivers to continue with their safe driving habits and also encourage other road users to follow suit.

    Ciel Events Director and founder of the RoadStar campaign Ms. Roshanara Sait said: "If each one of us makes a conscious effort to drive safe, precious lives will be saved. Hence, RoadStar acts as a good medium to remind people to respect road rules at all times."

    "Driving safe must become a habit and such initiatives should be undertaken on a regular basis as they certainly create awareness. It is a long process, but well worth it because I believe the younger generation, the new drivers, are the ones we should target before they make bad driving a habit."

    Ms. Sait added: "The 1,000 dirhams in cash reward is more an incentive than anything else lends a human touch to a serious issue that affects a wide spectrum of the society."

    Commenting on the initiative, Chris Dooley, RSA CEO, UAE & Bahrain, said: "We are proud to further extend our support for this essential cause by continuing our partnership with the Porsche Roadstar campaign. Promoting safe driving is clearly a vital issue we all face today, and we strongly believe that succeeding in this endeavour requires the active participation of everyone on the road.

    As one of the leading providers of insurance services in the market, we have a unique opportunity to grow awareness for better driving practices and educating the public on its importance. To this end, RSA is also recognising those drivers that are actively changing their behaviour on the road by offering 25% discount to the winners of the contest. We hope that by rewarding these safe drivers, we will encourage others to follow their lead."

    The campaign was a recipient of the prestigious RTA Dubai Award for Sustainable Transport (DAST) in 2009, which was presented by HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Dubai Crown Prince and Chairman of Dubai Executive Council.

    According to statistics, 98 percent of children in the UAE are not restrained when they travel in a car and nearly 70 percent of all childhood deaths are caused by road traffic injuries, making it the leading cause of childhood deaths in the UAE.

    Ms. Sait thanked RoadStar sponsors for their continued commitment to corporate social responsibility and expressed the hope that others would join the cause in extending this campaign to all the remaining emirates of the country in the near future.

    For further press information, please call:
    Tel: +971 4 286 5009

    About Ciel Marketing & Events:
    Focused on developing and marketing projects that involve motor sport and road safety activities, Ciel Marketing & Events have been associated through their Director with some of the most creative and impactful initiatives in the UAE. These include driving skills competitions, children's projects, and rallies, test drives by major corporations, fun drives and marketing communication for the projects.

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