Integrated Transport Centre (ITC) launched School Road Safety Awareness Campaign in cooperation with STS Group


Abu Dhabi, United Arab Emirates — Integrated Transport Centre (ITC) in Abu Dhabi under the patronage of the Higher Committee for Traffic Safety launched its ‘School Road Safety Awareness Campaign’ at the Horizon Private School Abu Dhabi in partnership with STS Group in the presence of school representatives and RoadSafetyUAE.

The objectives of the awareness campaign are to ensure the safety of students on trips to and back from the school, targeting 6,500 students in 20 schools over the span of six months. The campaign is carried out in cooperation with Abu Dhabi Police, the Department of Education and Knowledge, and RoadSafetyUAE CSR-Partner STS Group.

The purpose of the campaign is to empower the student community to become advocates of road and transport safety through a unique learning environment with a curated road safety curriculum, interactive videos, and games.

During the campaign workshops, students are assigned appropriate learning levels (Primary/Intermediate/Senior) based on their grades. They undertake lessons in road safety management and participate in engagement activities with interactive games and quizzes that teach them to treat road safety as an ongoing responsibility.

The learning programme covers topics like travel safety protocol in the school bus and on the road and emergency protocol. One of the learning modules is based on local laws related to the use of Personal Mobility Devices (PMDs) like bicycles and e-Bikes. The campaign includes interactive boards games designed to teach students the about road safety practices and danger zones surrounding the school bus. Winners of the games receive goodie bags and one lucky student was awarded a bicycle, while another took home an e-Bike.

ITC is committed to improving road safety in line with the vision of the Abu Dhabi authorities, and this school road safety campaign is of particular importance to ITC and the UAE community as road safety education must start at home and in school. And collaboration with STS Group is an essential part of this exciting and important campaign.

Steve Burnell, STS Group Managing Director, said “The purpose of the campaign is to embed traffic safety principles, proper conduct on roads, and the values of safe driving in children from an early age. By doing so constructively and systematically, we will contribute to reducing road crashes and help raise a generation of safer drivers for the future.”

The Road Safety Awareness Campaign with ITC is in line with STS Group’s holistic approach towards shaping a safety-centric culture within the company and reflects their core values of Safe, Timely, Smart.

Thomas Edelmann, Managing Director of RoadSafetyUAE adds “Working with the education sector on road safety is a key strategic pillar and this public-private collaboration is a great example of how to bundle forces for a good cause.”

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