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Porsche RoadStar Promotes and Rewards Safe Drivers

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2014-03-24 11:25:35 - Under way in Dubai from March 23-25 and then moves to Sharjah from March 26-27

DUBAI, United Arab Emirates, March 24, 2014: The bi-annual RoadStar contest, aimed at rewarding safe drivers, returns this month with drivers in Dubai and Sharjah getting the opportunity to win as much as Dh1,000 per day.

The campaign received a huge boost recently when Porsche Centre Dubai, Al Nabooda Automobiles, stepped in as the main sponsor, joining co-sponsors RSA Insurance and EMA Lubricants.

The campaign, aimed at promoting safe driving and rewarding those who adhere to traffic rules in the strictest sense, will mark its 31st edition when it gets under way in Dubai from March 23-25 and then move to Sharjah from March 26-27.

Launched over a decade and a half ago, the campaign has seen thousands of drivers win one of

Dh1,000 of the Dh10,000 daily cash awards in addition to a certificate endorsed by the police of the concerned Emirate.

The campaign made its debut in 1998 with the Emirates Motor Sports Federation (EMSF) and the full support of the police departments of the concerned Emirates.

Dr. Mohammed Ben Sulayem, President of Automobile and Touring Club of UAE, President of Emirates Motor Sports Federation, Vice-President of FIA – Sport, added: "The federation has been at the helm of this initiative since its inception, and while it may not necessarily have altered the driving habits of the majority of road users, RoadStar has certainly built more awareness of the need to drive safely.”

“The UAE Safe Drive contest is fantastic educational initiative that promotes and rewards safe drivers on Dubai and Sharjah roads,” said K. Rajaram, CEO of Al Nabooda Automobiles, the sole distributor for Porsche in Dubai and the northern emirates. “The concept of rewarding safe drivers and creating a buzz around them is important because it has an immediate positive impact on the drivers and their circle. This is a highly effective way of spreading a road safety culture among our citizens, and Porsche Centre Dubai is delighted to team-up with the Emirates Motor Sports Federation, Ciel Events and the Dubai and Sharjah Police in promoting this worthy cause.” he added

Drivers who observe basic principles of good driving such as wearing seatbelts, using child safety seats, use indicators and hands-free mobiles, observe lane discipline and display courtesy in addition to adhering to speed limits will come under the organisers' scanner.

Over the five-day campaign period, a total of Dh50,000 will be given out as incentives for drivers to continue with their safe driving habits and also encourage other road users to follow suit.

Ciel Events Director and Founder of the RoadStar campaign Ms. Roshanara Sait said: “It is necessary we adhere to road rules and regulations in force here with a strict sense of responsibility. More so, as the UAE is home to over 200-plus nationalities with varying driving styles thereby making it even more necessary that we adhere to local road rules and regulations.”

Ms Sait added, “Driving safe must become a habit and an initiative like this on a regular basis certainly creates awareness. It is a long process, but well worth it because I believe the younger generation, the new drivers are the ones we should target before they make bad driving a habit. The 1,000 dirhams in cash reward is more an incentive than anything else; but we have noticed over the years that many winners highly appreciate the cash award as it is a substantial contribution to their financial needs. In a sense this adds a human touch to the campaign.”

Chris Dooley, RSA CEO, UAE & Bahrain, said: “RSA has always been an active supporter of safe driving practices in the UAE, and we are proud to be part of this important initiative. As one of the leading providers of insurance services in the country, we strongly believe that we have a responsibility to educate people about road safety and the importance of minimising risks by driving safely. In line with our commitment to these causes, we are offering special discounts on car insurance to the winners of the Porsche Roadstar contest to recognise individuals who have made the conscious effort to change their behavior on the road and to actively encourage other drivers in the UAE to follow their example.”

And, Samy Elansary, General Manager, EMA Lubricants Company Limited, another sponsor, added: “Mobil remains steadfast in its commitment to excellence in Safety, Security, Health and Environmental (SSH&E) performance, referred to collectively as Operations Excellence. Mobil proudly support Porsche Road Star campaign to promote attitudinal change among road users in Dubai in order to reduce road accidents. Such road safety initiatives reflect the level of priority to safety which Mobil accords in all its locations of operations around the world. This campaign is a demonstration of Mobil’s commitment to safety and support for the UAE’s aspiration for accident-free roads.”

The campaign was a recipient of the prestigious Dubai Award for Sustainable Transport (DAST) in 2009, which was presented by HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Dubai Crown Prince and Chairman of Dubai Executive Council.

According to statistics, 98 percent of children in the UAE are not restrained when they travel in a car and nearly 70 percent of all childhood deaths are caused by road traffic injuries, making it the leading cause of childhood deaths in the UAE.

Ms. Sait thanked RoadStar sponsors for their continued commitment to corporate social responsibility and expressed the hope that others would join the cause in extending this campaign to all the remaining emirates of the country in the near future.

For further information, please contact:
Anita D’lima
Ciel Marketing & Events
Tel: +971 4 286 5009

Contact Information:
Ciel Marketing & Events

P.Box 78310

Contact Person:
Anita D'lima

Phone: +971 4 286 5009
email: email

Nimi D'souza
Phone: +971507343840

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