My First License – I Know My Road Rules
15,000 children now know their road rules
With over 60% of road traffic injuries in Dubai affecting young drivers, the need to teach children about basic road safety is crucial, said a senior official from Dubai Police ahead of the ‘My First License- I Know My Road Rules’ campaign. Organised by Total Marketing Middle East and Ciel Marketing & Events, and endorsed by Dubai Police, this is an initiative that helps young children learn basic road safety rules in a fun and interactive way. Targeting 5,000 children between the ages of four and nine, the third edition of this event commenced on April 29 and involved 10 schools across Dubai.
According to statistics from Dubai Police, an estimated 1,273 road injuries occur amongst people in the 18 to 35 age group. This figure represents 61% of all road traffic injuries in this Emirate. “The aim of ‘My First License’ program is to ensure that children are safe and responsible road users in the UAE when they are old enough to drive. This campaign, coupled with regular driving programs, helps contribute towards a long term solution to traffic accidents in the UAE as these children will have a better understanding the rules of the road,” said Major General Mohammed Saif Al Zafeen, Director General of Dubai Police’s Traffic Department. The campaign comprises two sessions and offers a hands- on, interactive learning experience including classroom and mock test drive components, led by a qualified instructor. The classroom session teaches children basic road rules and signs. Children will then have the chance to put what they have learnt into practice in the second session, by driving pedal cars through a mini road network in the school campus, complete with road signs, zebra crossings, a roundabout and traffic signals.
Each participant of the My First License program received a license, endorsed by Dubai Police that states, ‘My First License – I Know My Road Rules’. The license also bears the child’s name, photograph, and the name of their school. While this license does not allow the participants of the program to drive, it serves as proof that the child has an understanding of road safety.
“Since we started this campaign in 2011, we have had feedback from parents saying that their children actually encourage them to be more conscientious drivers. This is a mark of success for us. These children will have a better understanding of road rules and are inspiring responsible driving amongst people who are far older,” said Philippe Cabus, Managing Director, Total Marketing Middle East. “We aim to instill good road safety habits in children of a young age and we are certain these children will have a positive influence on their parents’ driving styles and habits. In a way, we are trying to secure the roads of tomorrow, today,” concluded Roshanara Sait, Director of Ciel Marketing & Events. With this year’s campaign 15,000 school children between the ages of four and nine in over 30 schools across Dubai have now benefitted from this program and can proudly state that they know their road rules.