“Catch the bus” is actually the title of a road safety campaign in Dubai, aired on E-Junior, the UAE childrens’ channel on eLife, a service for Etisalat Telecom.
The project was developed in cooperation with Total Marketing Middle East and Dubai Police, hwever its most important partners were the children themselves.
By answering quizzes and interacting with E-Junior crew, the children served as models to all those who watched them on the channel.
Kanchan Dahiya HR & Communication Manager at Total Marketing Middle East, informs us why Total Marketing Middle East is sponsoring the campaign for the second consecutive year.
1. What motivated Total to engage in this campaign? And what is your contribution to the event (is it just financial or does it cover other aspects)?
This campaign succeeds our Child Road Safety Campaign; hence it maintains a continuity of our safety message. In this campaign we have a small financial involvement that supplies vouchers for the children giving the right answers. However, we also support the channel in drafting the questions in order to relate them to our Child Road Safety Campaign.
2. Why would Total partner with other parties in road safety and in other sectors?
Total is a responsible partner to the host community where it operates. In the UAE, road accidents are becoming a serious cause of concern and it is the key objective of the Dubai Police to minimise and control this risk. Hence, we thought it would be a good initiative to support Etisalat and the Police and enlighten the children at a young age as they are the most vulnerable category and the future drivers.
3. What are the pros of such a partnership?
Such partnerships reinforce our commitment to the host community and society as a whole.
4. What are the factors/ elements/ criteria upon which Total Marketing Middle East bases to draw its agenda on Road Safety?
Total Marketing Middle East is based in Dubai which is a melting pot of cultures and host to many local & international schools with students of diverse backgrounds. Our agenda is to send our message of safety to as many children as possible across nationalities with a criteria age group of 5-9 years.