Integrated Transport Centre launches School Road Safety Awareness Campaign

ABU DHABI, 5th April, 2023 (WAM) -- Integrated Transport Centre (ITC) in Abu Dhabi, under the patronage of the Higher Committee for Traffic Safety, launched its “School Road Safety Awareness Campaign” at the Horizon Private School Abu Dhabi, in partnership with STS Group.

The launch took place in the presence of representatives of the school and the Road Safety UAE platform.

The awareness campaign’s objectives are to ensure students’ safety on trips to and from the school. They will target 6,500 students in 20 schools over six months. The campaign is being conducted in cooperation with Abu Dhabi Police, the Department of Education and Knowledge, and Road Safety UAE CSR-Partner STS Group.

The campaign aims to empower the student community to become advocates of road and transport safety through a unique learning environment with a curated road safety curriculum, interactive videos, and games.

During the campaign workshops, students are assigned appropriate learning levels (Primary/Intermediate/Senior) based on their grades. In addition, they undertake lessons in road safety management and participate in engagement activities with interactive games and quizzes that teach them to treat road safety as an ongoing responsibility.

The learning programme covers topics such as travel safety protocol on the school bus and the road and emergency protocol. One of the learning modules is based on local laws related to using Personal Mobility Devices (PMDs) such as bicycles and e-Bikes. The campaign includes interactive board games designed to teach students about road safety practices and danger zones surrounding the school bus. Winners of the games received goodie bags, and one lucky student was awarded a bicycle, while another took home an e-Bike.

The ITC is committed to improving road safety in line with the vision of the Abu Dhabi authorities. This school road safety campaign is particularly important to the ITC and the UAE community, as road safety education must start at home and in school. And collaboration with STS Group is an essential part of this exciting and vital campaign.

Steve Burnell, STS Group Managing Director, said, "The purpose of the campaign is to embed traffic safety principles, proper conduct on roads, and the values of safe driving in children from an early age. By doing so constructively and systematically, we will contribute to reducing road crashes and help raise a generation of safer drivers for the future.”

The Road Safety Awareness Campaign with the ITC aligns with the STS Group's holistic approach towards shaping a safety-centric culture within the company, and reflects their core values of Safe, Timely, Smart.

Thomas Edelmann, Managing Director of Road Safety UAE, added, “Working with the education sector on road safety is a key strategic pillar, and this public-private collaboration is a great example of how to bundle forces for a good cause.”