JEDDAH – The BMG Foundation, a Saudi-based non-governmental organization, has joined hands with United Cooperative Assurance Co. (UCA) for its latest campaign, “Safe Driving, Life Saving,” that aims to raise awareness on responsible driving and reduce the incidence of motor-related death in the country. Basil Al Ghalayini, chairman, BMG Foundation, signed the partnership agreement with Machaal Karam of United Cooperative Assurance Co., at the foundation's headquarters here. Basil Al Ghalayini said: “Experts rate Saudi roads among the worlds most dangerous. Our partnership with United Cooperative Assurance for the “Safe Driving, Life Saving” initiative will open the lines of communication with a large segment of our target audience, vehicle owners and drivers that are insured with the company. We are confident the company's retail network will boost our campaign's reach and effectiveness.” Karam said: “UCA offers a comprehensive motor insurance covering property damage and bodily injuries caused by road accidents. Our concern stems from the fact that irresponsible driving increases the incidence of road accidents and casualties. UCA is pleased to participate in the foundation's effort to reduce risks and improve drivers' awareness of road safety.” According to traffic studies conducted by the Ministry of Health in Saudi Arabia, the last two decades witnessed over 86,000 deaths caused by four million accidents. Almost a third of the traffic accidents in the Saudi capital of Riyadh were the result of drivers jumping red lights while18 percent due to illegal U-turns. Traffic accidents have also led to an annual financial loss of approximately SR21 billion. Al Ghalayini added: “Building on the success of our campaign in 2012 - “Our Water, Our Life,” and the overwhelming interest we received from the youth in conceptualizing creative initiatives, we are once again set to run a contest this year that focuses on safe driving. “With road accidents being the single major cause of death among the youth in Saudi Arabia, we strongly believe it is essential to engage the next generation in addressing the situation and instilling a culture of road safety across the nation.” In its endeavor to support the community and address key social and environmental issues, BMG Foundation organizes annual awareness campaigns in Saudi Arabia. In 2012, in partnership with the Ministry of Water and Electricity, the foundation launched “Our Water, Our Life” to raise awareness on the judicious use of water, given the fact that Saudi Arabia is the third highest consumer of water worldwide despite the lack of resources in the country. – SG
