Careem ups the ante on road safety – wear a seatbelt!

#buckleup2017 – Careem’s & RoadSafetyUAE’s successful seat belt campaign

2/3 of UAE motorists die due to lack of seat belt use

Only 11% ‘always’ wear seat belts on the back-seat

Careem and RoadSafetyUAE team up again for #buckleup2017, the 2017 edition of the successful #buckleup campaign, which ran for the first time in 2016, resulting in more than 5,000 buckle-up pledges of Careem passengers.

“Following recent media reports that in Abu Dhabi two thirds of motorists killed in road traffic accidents did not wear seat belts, we at Careem found it vital to kick-off the 2017 edition of our successful #buckleup campaign” states Euan Air, Director of Safety and Security at Careem.

Thomas Edelmann, Managing Director of RoadSafetyUAE said: “Motorists should know better by now and latest since July 1, 2017, when the new holistic seat belt law was introduced, there is absolutely no excuse: everybody in the vehicle has to wear a seat belt, at all times! This needs to be reiterated over and over again!”

Careem has unique capabilities to communicate the message ‘buckle-up!’, by advising Careem Captains to engage with customers and make sure they buckle up and follow the law.

“We have a duty to ensure our passengers are as safe as they can be when they travel with us. So not only do we have a responsibility to make sure cars are fit for the road with fully functioning belts, but also to educate our customers to do the right thing.

“Seatbelt maintenance is part of our mandatory car interior check for Captains- if they are faulty in any way, then we ensure that they are fixed on the spot. But it’s then down to the customer to buckle up. This is where our Captains can act as agents of change to influence others, by imparting their knowledge of the dangers of not wearing a belt and reminding customers that is now UAE law to wear one wherever you sit within the car,” said Mr Air.

In line with the introduction of the new law, Careem introduced seat-belt training within their on-boarding process. The training culminates in the demonstration of a ‘seat-belt convincer, where buckled up Careem Captains hit an obstacle with about 8km/h on a special sledge device to understand the powers resulting from a crash and the immense protection powers of seat belts.

Edelmann concludes: “As Careem continues to bring more and more Captains onto their platform, the message needs to continually be re-enforced and vocalised. From RoadSafetyUAE research we know only 11% of back-seat passengers ‘always’ buckle up. In addition to the new law, and the exorbitantly high number of fatalities due to non-use of seat belts, all these facts make it vital to run the 2017 edition of this successful awareness and education campaign.”



RoadSafetyUAE’s vision is to contribute to reducing the number of road traffic fatalities, injuries and accidents in the UAE. Its mission is to raise awareness for proper conduct on our roads, in an engaging manner and on a broadly communicated and permanent basis.

RoadSafetyUAE’s award-winning platform engages with the stakeholders traffic participants, governmental entities, the media, and more than 30 corporate social responsibility (CSR) minded partners. ‘Tips & Tricks’ are the content backbone, provided for more than 60 topics of road safety, all specifically relevant to the UAE. More information can be found on

In addition to Careem, RoadSafetyUAE partners with RTA, Ministry of Education, Dubai Chamber of Commerce, Dubai Health Authority, Michelin, Mercedes-Benz, Audi, Nissan, Al-Futtaim Honda, Volvo, Galadari Brothers – Mazda, Al Ghandi Auto, MAN Trucks, QIC Insured, Gargash Insurance Brokers, dubizzle, Deliveroo, PepsiCo, Johnson&Johnson, MMI, Pernod Ricard, Serco, MiXTelematics, JustKidding, STS, Osram, VOX Cinemas, Safety Media, Arab Wheels, Alam Assayarat, NSG and OMD.

Author: Will

I write stuff about things and things about stuff. I live in Dubai, and I like it.

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