Sustainability llc

“Social entrepreneurs are ambitious and persistent, tackling major social issues and offering new ideas for wide-scale change…… “ (Ashoka, global social entrepreneurship organisation)

Sustainability is a 100% Omani social entrepreneurship company, set up by husband and wife team, Mohammed-Redha and Bernadette, in 2002 to share knowledge and drive change on a range of critical issues relating to society, environment and law. Since 2004 they have dedicated their efforts to advocacy, awareness and action to reduce the rapidly escalating toll of crash-related death and disability in Oman developing film and multi-media content in Arabic and English focused on the key prevention strategy of increasing rates of child safety seat and seatbelt use. The content has been made freely-available via this website and the Salim and Salimah You Tube channel.

Our campaigns:

Sustainability’s pioneering awareness-raising efforts have been recognised and supported by the World Health Organisation and the UN Road Safety Collaboration. It has been designated Oman’s NGO focal point for the Global Decade of Action for Road Safety 2011-2020 and is a founder member of the newly-formed Global NGO Alliance for Road Safety. It is also a member of the Make Roads Safe campaign, the Road Traffic Injuries Research Network, and the Middle East Partnership Initiative.

Campaign Management

Kemi Animashaun
Bernadette Bhacker Kemi Animashaun
Founder and Campaign Director Campaign Coordinator


Salim and Salimah honorary board of advisers

Dr Mohammed-Redha Bhacker Professor Brian Fildes Grieg Craft
HR Specialist and Certified Trainer / Founder Sustainability llc, Muscat,Oman Professor of Road Safety, Monash University Accident Research Centre (MUARC), Melbourne, Australia Founder/President AIP Foundation Hanoi, Vietnam


Decade of Action