• More than 30% of UAE drivers admit to breaking road safety laws with children in their cars
  • School workshops aim to educate children to become road safety ambassadors


Dubai, UAE: Amid recent revelations that more than half of parents in the UAE do not know the legal requirements for seatbelt use, INFINITI Middle East partnered with the Road and Transport Authority Dubai to deliver road safety workshops to school children in the UAE. The recent nationwide survey, commissioned by INFINITI Middle East, also highlighted that over 30% of drivers admit to breaking the law when children are present in cars.

As part of INFINITI Middle East’s major road safety awareness drive, ‘Eyes on You’, the grassroots initiative aims to raise awareness of correct and safe driving habits to empower children to become ‘road safety ambassadors’ amongst adults and their peers. This involved representatives from INFINITI Middle East and the Road Transport Authority visiting schools in the UAE to deliver road safety workshops.إنفينيتي الشرق الأوسط تنظم سلسة من ورش العمل

“Children are the next generation of drivers, which is why it is important to educate on the correct road safety habits from an early age,” said Nasif Siddiqi, Managing Director, INFINITI International markets. “In recent times, we have seen major global conversations such as climate change being tackled head on by the youth of today. With this in mind, we believe that once equipped with the right education and tools, children have the power to insight some real change and positive impact when it comes to road safety in the UAE. Through the ‘Eyes on You’ initiative, we are empowering children to become road safety ambassadors and hold adults accountable for their driving behaviour. This is just the start of our ambition and we are inspired to continue making a difference to our roads”.

Key lessons children learned from the workshops included:

  • Drivers should ensure that they plan ahead to avoid speeding on the road;
  • The use of indicators when changing lanes prevents sudden accidents;
  • Driving while distracted is one of the major causes of accidents;
  • Tail-gating is hazardous and can lead to traffic fines;
  • Passengers in a moving car should wear a seatbelt regardless of where they are seated;
  • Children should be a minimum of 10 years of age or 145 cm tall to be able to sit in the front seat.

Deema Hussein, Traffic Awareness Senior Manager, Traffic Department of Roads and Transport Authority (RTA) added: “Raising awareness and improving traffic safety in Dubai is of critical importance to keep people on the road safe. Instilling safe driving habits into the next generation of drivers is very effective and is why the RTA develops learning material specifically targeted at school children. We continue to encourage and support campaigns, such as ‘Eyes on You’ by INFINITI, as they positivity contribute towards keeping people safe on the road in line with Dubai’s traffic safety strategy.”

INFINITI Middle East visited more than 150 students aged between nine and 13 at Dunecrest American School and Safa Community School in Dubai, as well as Victoria International School of Sharjah. The half-day workshops tested children’s existing knowledge of road safety, while providing the required understanding of correct driving habits through video content, role play and online learning games.

INFINITI’s ‘Eyes on You’ campaign is closely aligned with the Dubai traffic safety strategy to reduce road fatalities by 1.5 for 100,000 population by 2021.

Highlights from INFINITI Middle East’s recent survey included:

  • 44% of parents admit to breaking traffic rules when they feel they’re not being monitored;
  • 40% of parents admit to making phone calls or checking social media while driving with children;
  • 43% of parents are most likely to break traffic rules when they are in a hurry;
  • More than half (55%) of parents in the UAE do not feel that children should be wearing seat belts at all ages – One quarter (26%) of those surveyed said that seatbelts should be worn from the age of three, whilst one fifth (20%) said the age for strapping in was six and above;
  • Over 90% of parents in the UAE agree that children will end up copying their parents’ driving behaviour;
  • Nearly eight of out ten (78%) parents discuss good driving behaviour with their children;
  • However, a significant minority (29%) admit that they are just as likely to break traffic laws with children in the car – using a mobile phone while driving (48%) and speeding (38%) is identified by parents as the habits that children are most likely to mimic in later life.

INFINITI Motor Company is headquartered in Yokohama, Japan, with operations around the world, including regional offices based in the Americas, China, and INFINITI International Markets based in Dubai. The INFINITI brand of premium automobiles are assembled in manufacturing facilities in Japan, North America, and China. INFINITI design studios are located in Atsugi-Shi near Yokohama, London, San Diego, and Beijing.

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