Firm delivers safety
Campaign puts spotlight on pizza company’s riders
A pizza chain has launched its own road safety campaign to highlight how vulnerable motorbike users are.
Freedom Pizza has released a short film in which some of the firm’s 125 delivery riders talk about the risks they face every day.
The Dubai-based firm has also personalised the helmet of each biker.
Among the messages are ‘I am a father’ and ‘I am a son’, together with a picture of a family member that they hold dear.
Founder Ian Ohan (right), who himself commutes to work on a bike, said the move is intended to make motorists think about the risks that those on two wheels take.
He said: “We want to promote a strong safety culture amongst our drivers and the public at large. Our 125 drivers often work for a greater purpose, to support their families and provide a better future for their children.”
Last year there were 126 accidents involving motorbikes, according to Dubai Police figures, with 10 people killed and 22 seriously injured. And a recent study by the United States’ National Highway Traffic Safety Administration found that a motorcyclist’s risk of a fatal crash is 35 times higher than that of a car user. Ohan said that riding a motorbike on the roads is “dangerous in general”. The firm has been promoting the video on its social media channels and hopes it will reach a wider audience.
Ian said: “We basically interviewed all of our drivers and asked them why are you doing this job and who are the people that are important to you?
“And on basis of that we put the photos of their loved ones on each of their helmets and this reminds them every time they get on the road of why they’re doing and who they’re doing it for.”
Mohammed Petaffi, who owns the Al Barshabased delivery chain Shakeism, agrees being a delivery driver is tough, saying: “The nature of their jobs is not safe because the more you are on the road, the higher chances of being unsafe.
“Generally, roads are dangerous and with delivery on motorbikes, you have the pressure of delivering on time or else there is an angry customer.”
Thomas Edelman, founder of RoadSafetyUAE.com, said he hopes motorists will take the campaign’s message on board: “People in other institutions will learn from this example and hopefully we will more creative initiatives in the future,” he said.