Statistics show that traffic accidents are a leading cause of injury and death in the Gulf States. Yet statistics show that it is possible to reduce road traffic injuries through strict policy interventions, mass media and national campaigns to increase the use of seat belts, pedestrian awareness and safe routes to school.
Bidaya Media created The Traffic Safety campaign that seeks to establish an early understanding of safe behavior in the car and on the road in a way that’s unique practical, developmentally appropriate, and relevant to parents and caregivers as well as children. It helps children and families learn and adopt safe road and car behaviors.
In 2009, Sesame Workshop, in partnership with Headline PR (Jeddah, KSA), launched a national Traffic Safety campaign in the Kingdom of Saudi Arabia.