For several years, EMC has launched campaigns in alliance with the Abu Dhabi Police GHQ Sub Committee of Traffic Week addressing the importance of road safety. Through EMC’s corporate road safety campaign, and in line with Al Fahim Group’s values of Humanity and Substance, the company is committed to support the police in controlling traffic accidents and their tragic aftermaths.
Furthermore, EMC sincerely believes that it is part of a child’s education to learn about road safety as it becomes embedded in their minds and, as a result, remarkably influencing their behavior on the road as adults. As a result, EMC created a children’s book called Fun After School, Kool Kids, which has been distributed across many schools in Abu Dhabi and Al Ain to advise children on how to be cautious as pedestrians and car passengers. In 2005, the book received the Silver Star Award from Daimler Mercedes-Benz for EMC’s innovative creations of tackling socially fatal issues in the community.
Various communication channels are being utilized to reach the mass and advise them on how to react in perilous circumstances on the road. The most successful road safety initiative by EMC was the radio campaign which tackles underestimated, yet common mistakes a driver commits; such as, driving too close to other cars on the road, not signaling before turning, driving in foggy weather and the like.