Unikai and Roads and Transport Authority (RTA) 'Ramadan Drivers’ Safety Campaign' sees strong response

In an attempt to educate motorists on preventing traffic accidents during Ramadan, Unikai, one of the largest FMCG companies in the UAE, has joined the Ramadan Safety Campaign launched by Roads and Transport Authority (RTA) in Dubai to ensure safe driving throughout the holy month. The joint campaign has seen strong response amongst Dubai's community. 

“Being a UAE-based company, we at Unikai have always supported community outreach initiatives during the holy month of Ramadan. As one of the oldest players in the regional FMCG market for over 38 years, we engage in many CSR activities as part of our social commitment to the community. We believe supporting such community-linked campaigns is very important as they directly help curb accidents rates, by instilling good driving habits so that  there are fewer cases of road incidents,” said Neeraj Vohra, Chief Executive Officer, Unikai. 

The campaign has driven home the key message that motorists shouldn’t drive when feeling drowsy, particularly during Ramadan when fasting can affect concentration. It is also advisable that drivers end their fast on the way if it is time for Iftar, instead of speeding home as this could endanger their lives.

“The difference between sleeping and working times during Ramadan impacts the concentration of fasting motorists, which is clearly reflected when employees drive home. This made this campaign very important to maintain safety of drivers. We are glad to have taken part in this community outreach activity that reminds motorists about the risks of driving when exhausted,” added Vohra.

Unikai emphasised on the importance of eating right during Ramadan. “Preparing and eating food made from fresh ingredients hold the key,” added Vohra. “Our wide range of juices, dairy products, food and cakes are all prepared from fresh ingredients and in a healthy manner to form a nutritious Ramadan meal.”

The campaign urged drivers to leave sufficient distance between vehicles. Drivers should ensure the car air-conditioning is in working order as heat can cause fatigue and exhaustion. Moreover, the driver should keep his or her back in an upright position with the head up while driving. 

“It is important to take great care while driving especially before Iftar because motorists tend to speed to reach home to end the fast. The campaign warned motorists against speeding, impatience and drowsiness and such carelessness can lead to fatal accidents,” said Vohra. 

“The lifestyle during Ramadan changes because of sleepless nights. This campaign seeked to ensure safety of drivers during the holy month and beyond,” added Vohra.

The change in the sleeping and working habits impairs the ability of fasting motorists to focus on driving and their concentration levels also drop to the minimum.

The campaign was run in association with Unikai, amongst others. Ramadan traffic safety awareness collaterals were distributed at all Emarat petrol stations to educate a maximum number of drivers.

“As a household brand in the UAE dealing juices, dairy, ice cream, and foods industries, we strongly believe we have a role to play in boosting the preventive and safety measures for the benefit of our consumers through campaigns like these,” Vohra concluded.