Jaidah Automotive launches new traffic safety awareness campaign

Wednesday, Mar 11, 2015

Jaidah Automotive - the exclusive dealer of Chevrolet vehicles in Qatar, along with the Traffic Department, has announced the launch of a yearlong road safety campaign at the ongoing GCC Traffic Week.

Jaidah Automotive has also gifted the Traffic Department two Chevrolets - a Tahoe and an Impala - which are to be branded by the department.

The campaign, titled “Why Risk It”, is designed to take a new, fresh approach in an effort to spread awareness among drivers and pedestrians in Qatar, according to a statement.

Mohamed Jaidah, Group executive director of Jaidah Group, said: “We’re excited to launch such a worthy campaign with an original and fresh twist. We’d like to thank Qatar’s Traffic Department for implementing the campaign; their support is essential in helping us fulfil our objective of creating safer roads in Qatar.

“We hope that the new Tahoe and Impala will convey a new attitude and approach when it comes to safety importance on the road.”

The positive tone is reflected in the main mascots of the campaign, where each character is inspired by one of the three traffic light colours - red, orange and green. With each colour intended to represent a set of skills and personality traits, the campaign aims to deliver categorised safety messages to the public, the statement adds.

The campaign will place the mascots along busy main roads around the city, depicting them as going on adventures while highlighting various safety messages in a humorous and playful manner. The categorised messages that will tackle safety issues include pedestrian safety, use of the mobile phone while driving, speeding ramifications and the importance of safety belts.

Jaidah Automotive hopes that the new campaign approach will be effective in reaching out to a wider audience and raise awareness among the country’s youth.

A special booth has been set up for the Traffic Week at Darb Al Saai to promote the campaign’s debut. The booth includes a range of entertaining and educational activities for children and adults alike.


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