Public Aware­ness

Out on the Road

ArabAd - - CONTENTS - BY: OMAR DAOU

Thanks to many hard-hit­ting cam­paigns that have made us laugh, cry, feel an un­com­fort­able, sink­ing feel­ing in the pit of our stom­ach, or sim­ply birthed an “A-ha!” mo­ment in our con­scious­ness, the cul­ture of road safety is go­ing stronger than ever to­day.

To un­der­stand the process through which said cam­paigns are crys­tallised, we had a chance to speak with

Com­mu­ni­ca­tions Co­or­di­na­tor at Kun­hadi, a Le­banese NGO that is ab­so­lutely rest­less about spread­ing aware­ness and im­ple­ment­ing poli­cies to im­prove road safety.

“Back in 2008, we launched a cam­paign that por­trayed ir­re­spon­si­ble civil­ians who put oth­ers’ lives at risk with their reck­less driv­ing as don­keys,” Ab­douny men­tioned, un­der ti­tles such as “Are You Out of Your Mind?” The cam­paign, as of­fen­sive as it might have seemed to a lot of peo­ple, sparked out­rage, but set the stan­dard for shock-advertising at the time, pop­u­lar­is­ing the use star­tling im­agery and con­cepts in advertising to get a mes­sage across. “But now, we re­ally want to stress on set­ting an in­for­ma­tional tone with our cam­paign­ing.”

By Kun­hadis’ stan­dards, shock­ing peo­ple is no longer cool. Caus­ing up­roars is not the only thing that would boost the col­lec­tive con­scious­ness’ un­der­stand­ing of road safety. Mak­ing the ini­tia­tive to ad­dress such is­sues back in a time when the gen­eral public was ac­cus­tomed to

Ab­douny,

May

while driv­ing, driv­ing un­der fa­tigue, and rid­ing mo­tor­cy­cles with­out hel­mets,” says Ab­douny. Ev­ery once in a while, each cam­paign ad­dresses one or sev­eral of such is­sues.

So­cial media is one of the most prom­i­nent plat­forms for each road safety

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