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Volvo Cars Middle East has launched a road safety campaign which it hopes will spread across the region and help reduce road traffic fatalities.
Called 'All Those Left Behind', the initiative will start in the UAE and expand to Bahrain and its neighbours.
The hard-hitting initiative will highlight true life tragedies and raise awareness of the consequences of thoughtless driving.
Roula Beiruty, marketing manager for Volvo Cars Middle East, said: "This is not just another road safety campaign with facts and figures. This is as much an emotional initiative as it is rational and that reflects the community's strong family values."
The campaign will explore the experience of loss felt by a victim's loved ones when this kind of incident occurs.
While seeking to reduce car-related fatalities, Volvo hopes to reinforce the importance of road safety and encourage drivers to think about others when they get behind the wheel.
The initiative's first step will be gathering stories from the general public and the company has launched a website for this purpose: www.allthoseleftbehind.com
By sharing their stories, the organisers hope people will be empowered to promote responsible driving in their community, while cherishing the memory of a loved one. Moreover, the site will also provide comfort to those who have experienced this kind of loss.
The stories will be published on the site next month. Volvo also plans to reach out to drivers with a series of safety activities for the public with the help of partners such as MENARSP, the Middle East and North Africa Road Safety Partnership, which is a collaboration of governments, businesses, and civil society organisations that supports projects that are aimed at reducing the burden of road traffic crashes.
The Volvo Group has its origin in 1927 when the first Volvo car rolled off its production line at the factory in Gšteborg, Sweden. Being the pioneers of technologies such as dual-stage airbags, seat-belt pretension and the innovative BLIS (Blind Spot Information System) has enhanced its own vision to 'create the safest and most exciting car experience for modern families'.
Readers can follow the campaign on twitter @Allthoseleftbehind and facebook allthosleftbehind.
