As Finalist, My Presentation on "Pedestrian Safety Awareness Campaign/Project" at Gulf Sustainability and CSR Awards held on February 15, 2017 in Dubai.

Pedestrian Safety Awareness
Campaign/Project
Iftekhar Ahmed, P.Eng.
(of Toronto, Canada).

 This is a self motivated initiative of an individual trying to make
a difference in a community with a global message.
 Professional Engineer (P.Eng.) of Toronto, Canada
now working for Abu Dhabi Distribution Company (ADDC) and
having Defensive Driving Certificate from Canada Safety Council.
My Quote:
🚶 “PEDESTRIANS ALWAYS BURN CALORIES NOT FUEL;
RESPECT THEM!”🚶
Pedestrian Safety Awareness Campaign/Project

This cause-related non-profit marketing campaign appeals to the
general community within UAE to practice a Sustainable Living by
ensuring a healthy lifestyle which attempts to reduce road
fatalities and ensure safety for both motorists and Pedestrians.
This campaign is for Sustainable Living; emphasizing on
Pedestrian Safety and walking instead of short distance driving
which is good for health & better for the Green Environment.

1. Campaign Rationale & Context
The rationale behind this initiative is dual:
1. To Ensure Safety of Pedestrians when crossing roads from a
driver’s perspective! And reduce road fatalities.
2. To encourage residents to walk more within the city by
ensuring the feeling of “safety” while they walk and cross and
promote a Sustainable Living.

 The slogan highlights the importance of pedestrians on roads
and the respect which should be given as all drivers are also
pedestrians once they step out their cars.
My slogan: “Ensure Pedestrian
Safety; Respect them for
Sustainable Living” illustrates
the 2 rationale into a concise
message.

- As an Electrical Engineer, my eyes first struck at the amber light
blinking by the side of the pedestrian crossing at ‘Lane for Turning
Right’.
- But NO cars would stop for walkers to cross!
- It is to be mentioned that every one of us is a Pedestrian including
our school going Children. By crossing the lane/street/road, someone
of our family member is going to a nearby shop; attending prayer;
walking to catch public transport, walking for health fitness/illness,
etc. etc. eventually which has become part of our daily life.

- For this reason, I started my journey by initiating a
Pedestrian Safety issue "Drivers should take more care
turning right (CROSS WITH CARE)" in The National
Newspaper of Abu Dhabi Media through a letter dt. May
13, 2008 to draw everyone's attention!!
- Unfortunately, many drivers hardly give way to pedestrians and
It was at this point, an inspiration came to create an opportunity
to raise awareness for pedestrian road safety.

Eventually I launched a Pedestrian Safety Awareness
Campaign/Project in the LinkedIn Social Media in 2012.
Later a follow-up article Zebra Crossings are 'ignored by drivers'
published on November 05, 2013 in the same newspaper,
proposed/suggested for the improvement on this issue.
2. Strategic Planning

Subsequently the measures started implementing by the
concerned authorities for Pedestrian Safety.
An article Pedestrian deaths fall 9% in the UAE but still higher
than in the west published on March 09, 2014 in The National
Newspaper on this development.

Again a letter published Drivers continue to violate rules
despite warnings (NO REGARDS FOR RULES) on July 01,
2014 in the same newspaper for some anomalies.

From March 2015, I have been Campaigning with my Decal
for Changing Motorists’ Behavior and published an article
Road respect begins from Pedestrian Respect on June 26,
2015 in the Social Media LinkedIn.

So what is the importance behind my self-made Decal?
The decal is dedicated to bring Pedestrian Respect! And Give Way & Keep Access Clear to the
Pedestrians at uncontrolled Zebra Crossing such as at Lane for Turning Right.
Drivers seem to be mostly on a rush! Before my decal, I have noticed cars and SUVs honking at
vehicles in front of them at uncontrolled pedestrian crossings. I have myself faced this road
bullying behavior when I slow down and stop for walkers to cross.
But AFTER, vehicles behind are always curious to read my decal in front of them; so now when
I Stop for the pedestrians to cross freely as usual, cars behind me see my decal and don’t rush me
to move until the pedestrians have finished crossing. After going around in the city, a behavioral
change in drivers were seen when they read my decal and they started stopping for people to
cross without risking their lives.
I firmly believe that our roads are not just for ‘Drivers to Drive’, it is also for ‘Walkers to
Cross’ and as physical fitness is a basic necessity nowadays, there will be more and more
walking outside who become pedestrians when they are crossing streets.
I have been passionately campaigning through my Decal and side by side at my workplace to
motivate my colleagues to start caring for Pedestrian Safety and I urge everyone who drives to
take more care when a walker is seen waiting to cross, because when we “drivers” park our car
and walk, we become Pedestrians too and we can expect other drivers to stop for us to cross
safely!
Albert Einstein once said “More the knowledge, lesser the ego; Lesser the knowledge more the
ego” and I say that “More expensive vehicle, lesser road and pedestrian respect; Lesser
expensive vehicle, more road and pedestrian respect”
So regardless of how big or small someone’s vehicle is, let’s minimize the road bullying and
respect pedestrians when they are crossing our roads.
🚶 PEDESTRIANS ALWAYS BURN CALORIES NOT FUEL; RESPECT THEM! 🚶
– Quoted by Iftekhar Ahmed, P.Eng.
🚶 Road respect begins from Pedestrian Respect! 🚶
This logo represents to ensure safety of pedestrians when crossing roads from a driver’s
perspective. It was converted into Decal by me to set it on rear of my SUV.
So why am I using this Decal?
I initially noticed when I was walking in the city the risk for pedestrians when cars don’t slow
down or stop especially at uncontrolled pedestrian crossings like ‘Lanes for Turning Right’.
As an Electrical Engineer, my eyes first struck at the amber light blinking by the side of the
pedestrian crossing at ‘Lane for Turning Right’ but NO cars stopping for walkers to cross. It is to
be mentioned that every one of us is a Pedestrian including our school going Children. By
crossing the lane/street/road, someone of our family member is going to a nearby shop; attending
prayer; walking to catch public transport, walking for health fitness/illness, etc. etc. eventually
which has become part of our daily life.
I have seen many exciting decals of different sizes and shapes of attractive logos and phrases in
many cities in the world, most of them are available in mega stores such as Canadian Tire.

Side by side I also have been campaigning this issue at my
workplace to Start Caring for Pedestrian Safety and with
associates through e-mails & social media for
Sustainable Living.

3. Involvement of Key Stakeholders
It is a self motivated individual initiative to make a
difference for the larger benefit of the community.

Within few months time upon spreading the awareness in social
media, I started to gain interest from friends and colleagues who
desired to campaign alongside me with decals on the rear of their
vehicles as non-profit supporters of this cause.
My campaign/project supporters believed we can make a
difference to keep pedestrians safe on the roads!

Many of my associates started joining this campaign by using
similar Decal (made by me) fixed at rear of their vehicles.
 20+ private vehicles (of different nationalities including Emiratis)
now are currently on the roads of Abu Dhabi with my campaign
decal to make it more affective.

4. Innovation & Creativity
The concept of Sustainable Living is becoming more and more
preferred globally. This campaign promotes a change in road
culture in the country and creates an eco-friendly community.

- What makes this campaign/project unique is the dual purpose
which is inaugurated in the message which attracts the attention
of both motorists and pedestrians (which combines everyone in a
community) to practise a mutual respect among each other on the
roads and in turn promote a safer and a greener community.
- The Unique Selling Point (USP) of this campaign is that it is not
particularly aimed at a specific community, it is more so to the
general society, which creates an opening for global utilization.

- A campaign to promote caution and respect behind the wheel
was initiated in an attempt to bring behavioural change among
motorists by displaying self-made decal on rear of my vehicle.
- This decal is a creative way of showing an effective message to
motivate motorists and start caring for Pedestrian Safety as when
we “drivers” park our car and walk, we become Pedestrians too
and we can expect other drivers to stop for us to cross safely!

5. Effective Implementation
I have been passionately campaigning from March 2015, through
my decal to motivate other road users to start caring for
Pedestrian Safety!
I also published an article; “Road respect begins from Pedestrian
Respect” on June 26, 2015 in the Social Media LinkedIn to spread
the awareness.

The sticker has a red
triangle-shaped sign with a
symbol of a pedestrian,
and the phrase
“Ensure pedestrian safety”
in English and Arabic.

So what was the importance behind promoting my
campaign/project by this decal?
- The decal is dedicated to bring Pedestrian Respect! And Give
Way & Keep Access Clear to the Pedestrians at uncontrolled
Zebra Crossing such as at “Lane for Turning Right”.

- Drivers seem to be mostly on a rush! Before my decal, I have
noticed cars and SUVs honking at vehicles in front of them at
uncontrolled pedestrian crossings. I have myself faced this road
bullying behaviour when I slow down and stop for walkers to cross.

- But AFTER, vehicles behind are always curious to read my decal in
front of them; so now when I Stop for the pedestrians to cross
freely as usual, cars behind me see my decal and don’t rush me to
move until the pedestrians have finished crossing. After going
around in the city, a behavioural change in drivers were seen when
they read my decal and they started stopping for people to cross
without risking their lives.

- The decal attracted more attention, when an article ”UAE
resident takes a stand against drivers who ignore pedestrian
crossings” was published in The National Newspaper on July 23,
2015 which is available at Sign of a stickler for respect
- A follow-up report Drivers stick to crossing protocol also
published by the same on October 24, 2015 regarding the positive
response by the Abu Dhabi motorists day by day!!!

- In addition; to educate motorists a Demonstrational Video
Tutorial was created and posted by me illustrating the appropriate
steps to take at uncontrolled pedestrian crossings especially at
“Lane for Turning Right” which is available at Give Way & Keep
Access Clear to the Pedestrians on the Zebra Crossing at Lane for
Turning Right.

6. Outstanding Change Delivered
 Inspired by this Campaign & Idea, Abu Dhabi
Distribution Company (ADDC); pleased to adopt this and
started campaigning from March, 2016 (as a pioneer)
with their own Eco-Friendly designed Decal/Sticker

“We Ensure Pedestrian Safety” were planned to fix over
450+ ADDC vehicles as part of their CSR strategies and plans!

Also available online
at:
Safety decal on 450
government vehicles
in bid to reduce run-
over deaths in Abu
Dhabi
In addition, The
National Editorial
News available at:
Road to safety

7. Business Impact and Results Achieved
Pedestrian fatalities accounted to 29% of all road fatalities
according to the National Newspaper, which was a significantly
higher percentage than modernised countries around the world.

- As per one news article on the National Newspaper dated July
23rd, 2015, 40 out of the 1,232 traffic accidents nationwide in just
the first 3 months of the year were due to failure to give way to
pedestrians as they were crossing.
- About 15 to 20 per cent of UAE’s road traffic fatalities are
pedestrians so according to the newspaper, there was a need to
raise awareness to keep them safe on the roads.
Full story available at http://www.thenational.ae/uae/transport/uae-resident-takes-a-stand-
against-drivers-who-ignore-pedestrian-crossings with follow-up report published on October
23, 2015 regarding the positive response by the Abu Dhabi motorists day by day!
Available at http://www.thenational.ae/uae-motorists-display-decals-to-urge-crossing-
protocol

- Since I have been spreading the awareness through my self-
made decal, which was later accompanied by 20+ of my
supporters (including Emiratis), It is noticed 7 out of 10 cars
now are stopping at uncontrolled pedestrian crossings to allow
them to cross, which was significantly lower previously.
- In addition, ADDC has been promoting my initiative by decals
placed on both sides of their 450+ vehicles now in Abu Dhabi
Emirate and further effect of behavioural change has been
noticed on the roads, specially in the Capital.

- Moreover, in an article printed in the National Newspaper dated
7th January 2016 stated further improvements of motorist
behaviour on the roads. Col. Ahmad Al Zeyoudi of Abu Dhabi
Traffic Police Directorate stated in the article that pedestrian
fatalities dropped in 2015, however “Such accidents were
mainly caused by pedestrians’ poor judgment and negligence by
motorists who do not give priority to people crossing the road”
he said. Tougher traffic laws were also implemented to those
violating to give way to pedestrians and stopping on pedestrian
crossing including hefty fines which is available at
http://www.thenational.ae/uae/deaths-caused-by-run-over-accidents-in-abu-dhabi-drop

 CXM World (An UK origin online magazine from Dubai) published
an article “Pedestrian Initiative That Is Saving Lives In UAE”

I am optimistic about the future of pedestrians in the UAE:
“I do believe that this country has good road structures and
safety measures just as other modernized countries, maybe even
better than some countries and when more and more people
start following my initiative and give respect to pedestrians, the
roads will gradually become safer in the near future.”

I invite more Government / Semi-Government authorities and
Private companies to adopt it as part of their CSR strategies &
plans, as this initiative can be a Global Inspiration for positive
change in behaviour of motorists.

To everyone here to respect pedestrians and urge others to bring
in the behavioural change to value the general road etiquettes
for other road users
After all …
Road respect begins from Pedestrian Respect

Any Suggestion?
Thank You (for Understanding)!!!!!
Any Questions?
Beatles ABBEY ROAD album cover inspire Pedestrian Safety

As Finalist, My Presentation on "Pedestrian Safety Awareness Campaign/Project" at Gulf Sustainability and CSR Awards held on February 15, 2017 in Dubai.

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As Finalist, My Presentation on "Pedestrian Safety Awareness Campaign/Project" at Gulf Sustainability and CSR Awards held on February 15, 2017 in Dubai.