Firm de­liv­ers safety

Cam­paign puts spot­light on pizza com­pany’s riders

7 Days in Dubai - - NEWS - By Sar­wat Nasir @Sar­watNasir sar­wat@7days.ae

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.

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