Transport Ministry to give facelift to road safety drive

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Transport Ministry to give facelift to road safety drive

Postby admin » Wed May 14, 2008 6:59 am

PETALING JAYA: There will be a relook at road safety campaign advertisements to ensure their effectiveness, said Transport Minister Datuk Ong Tee Keat.

He said road safety advertisements should be given a “facelift”.

“For instance, conventional road advertisements, including radio advertisements, focus a lot on gruesome scenes.

“If possible, we want to explore different ways of presenting them,” he told reporters after launching a guidebook, The Orange Book, a project by The Otomotif College, here yesterday.

On whether all gruesome advertisements would be replaced, he said: “The relevant ones will still be used. What’s more important is that the advertisements be effective and convincing.

“They should be able to touch the heart and soul of the people rather than hard-sell,”

“I think it is timely that we change our format and methods,” he said, adding that the total number of road accidents last year went up by 6.5% to 363,319 from 341,232 in 2006.

There was only a slight reduction in the number of fatalities to 6,282 cases last year from 6,287 in the previous year.

“Road safety programmes need to be conducted more extensively and we need to involve the local community. Participation at grassroots level is utmost important,” he said.

Ong said the ministry also wanted to ensure motorcyclists who were most vulnerable to road fatalities be given emphasis in the campaign.

“Motorcyclists are more exposed to road hazards. It is imperative for us to focus on such a group in our campaign,” he said, adding that the Road Safety Department and the Malaysian Institute of Road Safety should collaborate with relevant ministries and departments to ensure the effectiveness of the campaign.

Ong said The Orange Book was indeed a commendable social initiative by the college to create awareness on the campaign.

The 272-page guidebook, which is in English, Bahasa Malaysia and Chinese, will be given free.

It will be distributed at strategic locations prior to the school holidays and major festivals and to libraries of secondary schools in conjunction with talks and briefings on road safety for school children.

http://thestar.com.my/news/story.asp?fi ... sec=nation
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