Careem, which is one of the fastest growing chauffeur cab services in the region has joined hands with RoadSafety UAE to tackle the passenger safety in the UAE. According to Christian Eid, General Manager of Careem UAE, while many others in the industry are focusing on experiences providing glitz and glamor such as helicopter rides in order to promote their brand, Carrem feels that it is real issues like passenger safety that merit public attention. The company has declared May as the month of passenger safety.
The new campaign that Careem is working on with RoadSafety UAE involves educating passengers on the importance of buckling-up. The two organizations are collaborating on a strong safety program that not only promotes awareness but also rewards customers who pledge to modify their bad habits.
Christian Eid went on to add that Careem’s mission is to make a difference in people’s lives. He expressed his hope that the campaign would make more UAE residents commit to put safety first. He said, “We are asking all of our customers to formally pledge to buckling-up and become advocates for road safety. In return, we have committed to rewarding all pledgers with 25% discount on their next 5 Careem rides.”
He also said that Careem drivers now have the option of refusing to provide a ride to those passengers who do not buckle up. Just like passengers choose not to use their seatbelts, the company is choosing not to provide them with an unsafe trip. With this bold move, he is hoping that passengers will get to value their safety as much as Careem does.
Commenting on the campaign, Thomas Edelmann, Founder and Managing Director at RoadSafetyUAE said, “According to World Health Organization (WHO) car accidents are the second biggest contributor to fatalities in the UAE, and continue to grow every year”. He said that according to an internal survey that they conducted in 2015 amongst chauffer driven cabs, only 57% of the passengers always wore their seat belts while sitting in the back seat. This is a highly alarming statistic.
“For Careem to choose to be an advocate for educating its passengers on the importance of buckling-up is something we aspire all companies to do. We hope this campaign will not only raise awareness but will save lives as well”. Edelmann concluded.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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