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Bridgestone MEA: The Lane Change Song
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Every year, traffic accidents claim the lives of over 1.35 million individuals worldwide. In the United Arab Emirates (UAE), the number of crashes escalated from 2,931 in 2021 to 3,488 in 2022, making it clear that road safety is a pressing concern. Among the leading causes of fatalities in the UAE is reckless lane changing. Extensive research spanning two decades has shown that constant lane-changing has been proven to be neither safe nor particularly useful. To demonstrate the futility and dangers of carelessly switching lanes, Serviceplan ME and Bridgestone MEA have created a first-of-its-kind radio roadblock: 'The Lane Change Song'. By synchronising its broadcast across the UAE's leading channels, listeners found themselves unable to escape this PSA by changing channels, just as they are unable to escape traffic by changing lanes. This catchy pop-rock song was produced in three languages and was simultaneously aired on seven radio channels. The launch coincided with the United Nations Global Road Safety Week, aligning with Bridgestone's commitment to road safety through its Road Safety initiative. 'The Lane Change Song' serves as an engaging and memorable way to remind individuals about the importance of responsible driving and the risks associated with reckless lane changes. By leveraging the power of radio, Bridgestone MEA and Serviceplan ME hope to foster safer road practices and contribute to the global efforts in making our roads safer for everyone. With the launch of the initiative, Bridgestone asserts that lane changes are one of the major factors for accidents on the UAE’s highways and emphasises the importance of maintaining road safety for reliable mobility systems. The mobility solutions provider considers it their responsibility to promote safe mobility habits from the ground up and contribute to shaping a safer society. In line with this objective, the new initiative promises to raise road safety and assure community wellbeing, while also upholding Bridgestone's E8 commitment.
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