Caltex Roadstar Rewards Safe Drivers In The UAE

The campaign, aimed at promoting safe driving and rewarding those who adhere to traffic rules in the strictest sense. End Quote

(1888PressRelease) October 31, 2013 - Dubai, United Arab Emirates - The bi-annual Caltex RoadStar Contest returns to reward safe drivers with the 30th edition from October 27-31 in the Emirates of Abu Dhabi, Sharjah and Dubai. The campaign, aimed at promoting safe driving and rewarding those who adhere to traffic rules in the strictest sense, has seen thousands of drivers win one of AED 1,000 of the AED 10,000 daily cash awards.

Winner of the Dubai Award for Sustainable Transport (DAST) in 2009, the campaign is now in its 16th year - testimony to the service it has rendered to road users in the UAE for more than a decade-and-a-half, and Caltex has been at the forefront supporting the initiative all along. 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.

EMSF General Secretary Mr. Atiq Hassan Mubarak said, "The federation has been at the helm of this initiative since its inception and it is true that while it may not necessarily have altered driving habits of a majority of road users, RoadStar has certainly been able to create an awareness of the need to drive safely."

This year, the campaign took off in Abu Dhabi where a police officer and event organisers patrolled the streets in a Nissan in search of good drivers on October 27 and 28 during peak traffic hours. 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 come under the organisers' scanner. Motorists who observe these basic safe driving rules will be instantly rewarded with a cash prize of AED 1,000, with AED 10,000 given out daily.

Following Abu Dhabi, the campaign moves to Sharjah for one day, October 29, and thereafter will hit the roads of Dubai for two days, October 30 and 31. Over the five-day campaign period, a total of AED 50,000 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: "I have always said that 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. Ultimately, no amount of campaigns can make one a safe driver; driving safe must become a habit and initiatives 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."

Ms. Sait added: "The 1,000 dirhams 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."

Christopher Bradley, Country Chairman of Chevron Al Khalij said: "With a heritage of over 80 years of operations in the region, Chevron previously traded as Caltex and forms part of the Middle East's growth story. Road Safety serves as a force of positive change in the UAE community and the Caltex Roadstar campaign acts as a reminder to practice good driving habits at all times. Our partnership is a testament of our commitment to communities in which we operate by making a tangible difference in people's lives."

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. Apart from Caltex, the campaign is co-sponsored by AXA Insurance & Nissan, with Gulf News, Wheels & Radio 2 as the Media Partners.

About Ciel Marketing & Events:
Focused on developing and marketing projects that involve motor sport and road safety activities, Ciel Marketing & Events have been associated with some of the most creative and impactful award winning initiatives in the UAE. These include road safety programs which entail driving skills competitions, children's projects, and rallies, test drives by major corporations, fun drives and marketing communication for the projects.

For any further press information, please contact:
Michelle Silva,
Oak Consulting FZ LLC
Email- michelle ( @ ) oakconsulting dot biz Mob: +971 50 781 8568

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