As Finalist, My Presentation on "Pedestrian Safety Awareness Campaign/Project" at Gulf Sustainability and CSR Awards held on February 15, 2017 in Dubai

Pedestrian Safety Awareness Campaign/Project

Iftekhar Ahmed, P.Eng. (of Toronto, Canada).

This is a self motivated initiative of an individual trying to make a difference in a community with a global message.

Professional Engineer (P.Eng.) of Toronto, Canada

now working for Abu Dhabi Distribution Company (ADDC) and having Defensive Driving Certificate from Canada Safety Council.

My Quote:

🚶 “PEDESTRIANS ALWAYS BURN CALORIES NOT FUEL; RESPECT THEM!”🚶



This cause-related non-profit marketing campaign appeals to the general community within UAE to practice a Sustainable Living by

ensuring a healthy lifestyle which attempts to reduce road fatalities and ensure safety for both motorists and Pedestrians.

This campaign is for Sustainable Living; emphasizing on

Pedestrian Safety and walking instead of short distance driving which is good for health & better for the Green Environment.


1. Campaign Rationale & Context

The rationale behind this initiative is dual:

1. To Ensure Safety of Pedestrians when crossing roads from a driver’s perspective! And reduce road fatalities. 2. To encourage residents to walk more within the city by ensuring the feeling of “safety” while they walk and cross and promote a Sustainable Living.

The slogan highlights the importance of pedestrians on roads and the respect which should be given as all drivers are also pedestrians once they step out their cars.

My slogan: “Ensure Pedestrian Safety; Respect them for Sustainable Living” illustrates the 2 rationale into a concise message.


- As an Electrical Engineer, my eyes first struck at the amber light blinking by the side of the pedestrian crossing at ‘Lane for Turning Right’. - But NO cars would stop for walkers to cross!

- It is to be mentioned that every one of us is a Pedestrian including our school going Children. By crossing the lane/street/road, someone of our family member is going to a nearby shop; attending prayer; walking to catch public transport, walking for health fitness/illness, etc. etc. eventually which has become part of our daily life.

- For this reason, I started my journey by initiating a Pedestrian Safety issue "Drivers should take more care turning right (CROSS WITH CARE)" in The National Newspaper of Abu Dhabi Media through a letter dt. May 13, 2008 to draw everyone's attention!!


- Unfortunately, many drivers hardly give way to pedestrians and

It was at this point, an inspiration came to create an opportunity

to raise awareness for pedestrian road safety.


Eventually I launched a Pedestrian Safety Awareness Campaign/Project in the LinkedIn Social Media in 2012.

Later a follow-up article Zebra Crossings are 'ignored by drivers' published on November 05, 2013 in the same newspaper, proposed/suggested for the improvement on this issue.

Pedestrian Safety Awareness Campaign/Project 2. Strategic Planning

http://www.thenational.ae/uae/transport/more-uae-drivers-should-obey-zebra-crossings-say-abu-dhabi-residents


Subsequently the measures started implementing by the concerned authorities for Pedestrian Safety.

An article Pedestrian deaths fall 9% in the UAE but still higher than in the west published on March 09, 2014 in The National

Newspaper on this development.


http://www.thenational.ae/uae/transport/pedestrian-deaths-fall-9-in-uae-but-still-higher-than-in-the-west




Again a letter published Drivers continue to violate rules despite warnings (NO REGARDS FOR RULES) on July 01,

2014 in the same newspaper for some anomalies.


http://www.thenational.ae/opinion/feedback/drivers-continue-to-violate-rules-despite-warnings





From March 2015, I have been Campaigning with my Decal for Changing Motorists’ Behavior and published an article Road respect begins from Pedestrian Respect on June 26,

2015 in the Social Media LinkedIn.


https://www.linkedin.com/pulse/road-respect-begins-from-pedestrian-iftekhar-ahmed-p-eng-?trk=prof-post



So what is the importance behind my self-made Decal?

The decal is dedicated to bring Pedestrian Respect! And Give Way & Keep Access Clear to the

Pedestrians at uncontrolled Zebra Crossing such as at Lane for Turning Right.

Drivers seem to be mostly on a rush! Before my decal, I have noticed cars and SUVs honking at

vehicles in front of them at uncontrolled pedestrian crossings. I have myself faced this road

bullying behavior when I slow down and stop for walkers to cross.

But AFTER, vehicles behind are always curious to read my decal in front of them; so now when

I Stop for the pedestrians to cross freely as usual, cars behind me see my decal and don’t rush me

to move until the pedestrians have finished crossing. After going around in the city, a behavioral

change in drivers were seen when they read my decal and they started stopping for people to

cross without risking their lives.

I firmly believe that our roads are not just for ‘Drivers to Drive’, it is also for ‘Walkers to

Cross’ and as physical fitness is a basic necessity nowadays, there will be more and more

walking outside who become pedestrians when they are crossing streets.

I have been passionately campaigning through my Decal and side by side at my workplace to

motivate my colleagues to start caring for Pedestrian Safety and I urge everyone who drives to

take more care when a walker is seen waiting to cross, because when we “drivers” park our car

and walk, we become Pedestrians too and we can expect other drivers to stop for us to cross

safely!

Albert Einstein once said “More the knowledge, lesser the ego; Lesser the knowledge more the

ego” and I say that “More expensive vehicle, lesser road and pedestrian respect; Lesser

expensive vehicle, more road and pedestrian respect”

So regardless of how big or small someone’s vehicle is, let’s minimize the road bullying and

respect pedestrians when they are crossing our roads.

🚶 PEDESTRIANS ALWAYS BURN CALORIES NOT FUEL; RESPECT THEM! 🚶

– Quoted by Iftekhar Ahmed, P.Eng.


🚶 Road respect begins from Pedestrian Respect! 🚶

This logo represents to ensure safety of pedestrians when crossing roads from a driver’s

perspective. It was converted into Decal by me to set it on rear of my SUV.

So why am I using this Decal?

I initially noticed when I was walking in the city the risk for pedestrians when cars don’t slow

down or stop especially at uncontrolled pedestrian crossings like ‘Lanes for Turning Right’.

As an Electrical Engineer, my eyes first struck at the amber light blinking by the side of the

pedestrian crossing at ‘Lane for Turning Right’ but NO cars stopping for walkers to cross. It is to

be mentioned that every one of us is a Pedestrian including our school going Children. By

crossing the lane/street/road, someone of our family member is going to a nearby shop; attending

prayer; walking to catch public transport, walking for health fitness/illness, etc. etc. eventually

which has become part of our daily life.

I have seen many exciting decals of different sizes and shapes of attractive logos and phrases in

many cities in the world, most of them are available in mega stores such as Canadian Tire.

Side by side I also have been campaigning this issue at my workplace to Start Caring for Pedestrian Safety and with

associates through e-mails & social media for

Sustainable Living.


3. Involvement of Key Stakeholders


It is a self motivated individual initiative to make a

difference for the larger benefit of the community.


Within few months time upon spreading the awareness in social

media, I started to gain interest from friends and colleagues who

desired to campaign alongside me with decals on the rear of their

vehicles as non-profit supporters of this cause.

My campaign/project supporters believed we can make a

difference to keep pedestrians safe on the roads!


Many of my associates started joining this campaign by using similar Decal (made by me) fixed at rear of their vehicles.

20+ private vehicles (of different nationalities including Emiratis)

now are currently on the roads of Abu Dhabi with my campaign decal to make it more affective.


4. Innovation & Creativity

The concept of Sustainable Living is becoming more and more

preferred globally. This campaign promotes a change in road

culture in the country and creates an eco-friendly community.

Pedestrian Safety Awareness Campaign/Project - What makes this campaign/project unique is the dual purpose which is inaugurated in the message which attracts the attention of both motorists and pedestrians (which combines everyone in a community) to practise a mutual respect among each other on the roads and in turn promote a safer and a greener community.

- The Unique Selling Point (USP) of this campaign is that it is not particularly aimed at a specific community, it is more so to the general society, which creates an opening for global utilization.


- A campaign to promote caution and respect behind the wheel was initiated in an attempt to bring behavioural change among motorists by displaying self-made decal on rear of my vehicle. - This decal is a creative way of showing an effective message to motivate motorists and start caring for Pedestrian Safety as when we “drivers” park our car and walk, we become Pedestrians too and we can expect other drivers to stop for us to cross safely!

Pedestrian Safety Awareness Campaign/Project 5. Effective Implementation

I have been passionately campaigning from March 2015, through my decal to motivate other road users to start caring for Pedestrian Safety! I also published an article; “Road respect begins from Pedestrian Respect” on June 26, 2015 in the Social Media LinkedIn to spread the awareness.




The sticker has a red triangle-shaped sign with a

symbol of a pedestrian, and the phrase

“Ensure pedestrian safety” in English and Arabic.


So what was the importance behind promoting my

campaign/project by this decal?

- The decal is dedicated to bring Pedestrian Respect! And Give

Way & Keep Access Clear to the Pedestrians at uncontrolled

Zebra Crossing such as at “Lane for Turning Right”.


- Drivers seem to be mostly on a rush! Before my decal, I have noticed cars and SUVs honking at vehicles in front of them at uncontrolled pedestrian crossings. I have myself faced this road bullying behaviour when I slow down and stop for walkers to cross.


- But AFTER, vehicles behind are always curious to read my decal in front of them; so now when I Stop for the pedestrians to cross freely as usual, cars behind me see my decal and don’t rush me to move until the pedestrians have finished crossing. After going around in the city, a behavioural change in drivers were seen when they read my decal and they started stopping for people to cross without risking their lives.


- The decal attracted more attention, when an article ”UAE resident takes a stand against drivers who ignore pedestrian crossings” was published in The National Newspaper on July 23, 2015 which is available at Sign of a stickler for respect - A follow-up report Drivers stick to crossing protocol also published by the same on October 24, 2015 regarding the positive response by the Abu Dhabi motorists day by day!!!

http://www.thenational.ae/uae/transport/uae-resident-takes-a-stand-against-drivers-who-ignore-pedestrian-crossings


http://www.thenational.ae/uae-motorists-display-decals-to-urge-crossing-protocol



- In addition; to educate motorists a Demonstrational Video Tutorial was created and posted by me illustrating the appropriate steps to take at uncontrolled pedestrian crossings especially at “Lane for Turning Right” which is available at Give Way & Keep Access Clear to the Pedestrians on the Zebra Crossing at Lane for Turning Right.

http://www.youtube.com/watch?v=wC9m14LWbGI





6. Outstanding Change Delivered

Inspired by this Campaign & Idea, Abu Dhabi Distribution Company (ADDC); pleased to adopt this and started campaigning from March, 2016 (as a pioneer) with their own Eco-Friendly designed Decal/Sticker


“We Ensure Pedestrian Safety” were planned to fix over

450+ ADDC vehicles as part of their CSR strategies and plans!


Also available online at: Safety decal on 450 government vehicles in bid to reduce run-over deaths in Abu Dhabi In addition, The National Editorial News available at: Road to safety


http://www.thenational.ae/uae/transport/safety-decal-on-450-government-vehicles-in-bid-to-reduce-run-over-deaths-in-abu-dhabi







http://www.thenational.ae/opinion/editorial/road-to-safety




7. Business Impact and Results Achieved

Pedestrian fatalities accounted to 29% of all road fatalities

according to the National Newspaper, which was a significantly

higher percentage than modernised countries around the world.


- As per one news article on the National Newspaper dated July

23rd, 2015, 40 out of the 1,232 traffic accidents nationwide in just

the first 3 months of the year were due to failure to give way to

pedestrians as they were crossing.

- About 15 to 20 per cent of UAE’s road traffic fatalities are

pedestrians so according to the newspaper, there was a need to

raise awareness to keep them safe on the roads.

Full story available at http://www.thenational.ae/uae/transport/uae-resident-takes-a-stand-

against-drivers-who-ignore-pedestrian-crossings with follow-up report published on October

23, 2015 regarding the positive response by the Abu Dhabi motorists day by day!

Available at http://www.thenational.ae/uae-motorists-display-decals-to-urge-crossing-

protocol





































- Since I have been spreading the awareness through my self-

made decal, which was later accompanied by 20+ of my

supporters (including Emiratis), It is noticed 7 out of 10 cars

now are stopping at uncontrolled pedestrian crossings to allow

them to cross, which was significantly lower previously.

- In addition, ADDC has been promoting my initiative by decals

placed on both sides of their 450+ vehicles now in Abu Dhabi

Emirate and further effect of behavioural change has been

noticed on the roads, specially in the Capital.


- Moreover, in an article printed in the National Newspaper dated

7th January 2016 stated further improvements of motorist

behaviour on the roads. Col. Ahmad Al Zeyoudi of Abu Dhabi

Traffic Police Directorate stated in the article that pedestrian

fatalities dropped in 2015, however “Such accidents were

mainly caused by pedestrians’ poor judgment and negligence by

motorists who do not give priority to people crossing the road”

he said. Tougher traffic laws were also implemented to those

violating to give way to pedestrians and stopping on pedestrian

crossing including hefty fines which is available at http://www.thenational.ae/uae/deaths-caused-by-run-over-accidents-in-abu-dhabi-drop


http://www.thenational.ae/uae/deaths-caused-by-run-over-accidents-in-abu-dhabi-drop



















CXM World (An UK origin online magazine from Dubai) published

an article “Pedestrian Initiative That Is Saving Lives In UAE”


http://cxm.world/pedestrian-initiative-that-is-saving-lives-in-uae/

I am optimistic about the future of pedestrians in the UAE:

“I do believe that this country has good road structures and

safety measures just as other modernized countries, maybe even

better than some countries and when more and more people

start following my initiative and give respect to pedestrians, the

roads will gradually become safer in the near future.”


I invite more Government / Semi-Government authorities and

Private companies to adopt it as part of their CSR strategies &

plans, as this initiative can be a Global Inspiration for positive

change in behaviour of motorists.


To everyone here to respect pedestrians and urge others to bring

in the behavioural change to value the general road etiquettes

for other road users


After all …

Road respect begins from Pedestrian Respect


Any Suggestion?

Thank You (for Understanding)!!!!!

Any Questions?

Beatles ABBEY ROAD album cover inspire Pedestrian Safety

Presentations & Public Speaking

As Finalist, My Presentation on "Pedestrian Safety Awareness Campaign/Project" at Gulf Sustainability and CSR Awards held on February 15, 2017 in Dubai