Central Motors & Equipment (CM&E), a subsidiary of the Al Fahim Group, won the Best Public Awareness Campaign Award for its Michelin Summer Safety Campaign at the 5th edition of Qatar Transport Safety Forum. The campaign ran from 24 July until 22 September 2016 and involved complementary tire check-ups in public areas. The tire checks were held at the headquarters of the Al Fahim Group for employees and at the Abu Dhabi Fruits and Vegetables Market for members of the general public. The campaign drew widespread attention, with more than 200 motorists utilizing the opportunity to get free tire checks. The campaign also promoted awareness about the dangers of using faulty and poor-quality tires since they can increase the risk of accidents and this can possibly have fatal results, especially in summer months when temperatures are really high in the UAE. Visitors to CM&E’s booths received gifts, valuable information and tips on tire safety, and were also encouraged to check their tires on a regular basis.
Speaking about the campaign, Ismaeel Hassen, General Manager of CM&E, said that the company is always excited to partner with the government and like-minded companies in order to promote the cause of tire safety in Abu Dhabi. The company has cooperating with Abu Dhabi police on a longstanding basis to spread awareness about road and pedestrian safety over the past few years through its parent company, the Al Fahim Group. CM&E will continue to work with other organizations in the private and public sectors to create sustainable impact within the community as a whole.
Oussama Jlailati, the National Sales Manager of Michelin, said that as a committed world leader when it comes to road safety, it is one of Michelin’s top priorities to encourage safe driving behaviors among motorists and members of the general public. As part of achieving this goal, Michelin conducts public awareness campaigns among members of the general public that offer advice on safe driving and highlight the importance of road safety. Thus, on a global basis, Michelin plays an active role in improving road safety and reducing accidents that are the direct outcome of tire related issues.
As parts of its proactive approach to promote better driving safety, CM&E regularly conducts awareness drives to prevent road accidents and minimize the environmental impact of vehicles. The CSR campaign proved to be highly successful and CM&E has now decided to take this initiative to other public areas like hotels and malls.
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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