Hizaamak Amaanak, Buckle up for Life

“When used, seatbelts have been found to reduce the risk of serious and fatal injury by between 40% and 65%” (WHO/World Bank Report on road traffic injury prevention, 2004)

Hizaamak Amaanak, Buckle up for life StickersIn October 2012, Sustainability launched a new campaign to increase seatbelt-wearing rates with the goal reducing the spiralling rates of death and injury of young people and adults in road traffic crashes in Oman. In 2011, Oman experienced a sharp 28% increase in death and injury (1056 and 11,437 respectively) on its roads. 22% of deaths were among children and young people, a tragic and largely preventable loss of young lives. For every person killed in a crash, 10 more are injured, many suffering life-long disability [Read more].

The campaign goals are:-

  • To raise awareness of causes of road death and injury in Oman
  • To encourage everyone in the car to belt up on every trip potentially saving 50% of lives lost
  • To draw attention to the cumulative number of Omanis living with traumatic brain and spinal injury resulting from road traffic crashes and promote debate on rehabilitation.

The focus of the campaign is a 3 minutes film short, Hizaamak Amaanak, Buckle Up for Life, produced in partnership with Sohar Aluminium Company llc with the tag-line “It’s in your hands”. The film portrays a family struggling to come to terms with the everyday reality of living with a victim of brain and spinal injury sustained in a car crash. It drives home the message that as many as 50% of these devastating injuries can be prevented by wearing a seatbelt on every trip. The story scenario has been filmed in Omani Arabic with the option for sub-titling in English. [Read more]

The campaign directly supports the call of His Majesty, Sultan Qaboos, bin Said in 2009, for society to unite to tackle the scourge of road crash death and injury while, at the same time, aligning with international road safety objectives in the Global Decade of Action. It also showcases the power of multi-sector partnerships in the service of the community and provides a platform for other stakeholders to join Sustainability and Sohar Aluminium in supporting ROP in a national seatbelt campaign.

The film will be used across Sustainability’s various media platforms and its program of road safety presentations, workshops and community outreach.