100 taxis will be fitted with child safety seats

The move is part of a road safety campaign launched by the Dubai Road and Transport Authority (RTA) in an effort to reduce escalating road accidents in Dubai.

The programme for 2006, announced yesterday at the RTA's headquarters in Rashidiya, consists of a number of campaigns that will target the different road user groups with specific messages, in order to positively influence their behaviour on the road and reduce the number of fatalities and injuries.

The programme will be delivered to the community in partnership with the private sector and various community organisations, officials said.

RTA will kick off its road safety programme with the Kids are Safer Behind campaign, which is being organised in partnership with Dubai Transport and MotherCare.

"Recognising the gravity of the traffic conditions and accident rates in Dubai, RTA has decided to take up measures to bring down the number of road accidents, which very often lead to serious injuries and death," Aysha Al Busmait, Director of Marketing and Corporate Communications at the Authority, said.

"Creating awareness among the general public on road safety is one of the ways with which we wish to achieve our objectives; and in this regard, RTA is proud to announce the launch of its Road Safety Awareness Programme 2006," she added

Over the coming months, RTA will be launching a series of activities and programmes at various levels to promote road safety. These include lectures in schools and hospitals, community events and media campaigns.

Hashim Al Hashmi, Director of Traffic Department, RTA, said: "Since its establishment in late 2005, RTA has recognised safety on roads as a major community issue. It has prepared plans to address the lack of awareness in the community on the risks drivers pose for themselves and other road users due to their negligence."

Road Peace, Safe Kids and Seat Belt, Your Chance for Survival are few of the campaigns that RTA will organise in the near future, in partnership with companies from the private sector and community organisations.