‘Your decision.. determines your fate’ GCC Traffic Week (2015) Analyze (The number three campaign by RTA) ‘Your decision.. determines your fate’ Done by : Hessa Mohammed Al jasmi ID Number: 201150311

Step1- Analyzing the situation: - Road accident constitute a global problem and every country seek to find solution and decrease the level of the problem year after year.   - Within the events of the Gulf Traffic Week for this year (2015), the traffic and rescue departments in the UAE play awareness role through several ways to make the streets and rods safety and security for drivers, passengers and pedestrians. - The Roads and Transport Authority (RTA) has diversified its interactive awareness channels to drum up support for the Gulf Traffic Week.

Step1- Analyzing the situation: - RTA designed a campaign named the Number Three Campaign, which focuses on three key aspects of drivers’ attitudes.   1- The first aspect refers to international studies and the importance of staying focused while driving. 2- The second aspect details the underlying reasons for traffic accidents that took place in Dubai during the past two years including misjudgment of road users, sudden veering off, and failure to maintain safe braking distance. 3- The third aspect discussed motorists’ reactions when cruise controls malfunction.

Step2- Analyzing the organization: 1- Internal environment:   Performance: RTA ensure smooth coordination of all traffic departments in the UAE as they serve the core objective of this year’s Traffic Week themed, ‘Your decision determines your fate’. RTA is committed to achieve the highest quality levels in its’ services/products and continually improve it to achieve RTA vision “safe and Smooth Transport for all” Niche: Serve the core objective of this year’s Traffic Week themed, ‘Your decision determines your fate’

Continue… Structure: RTA Mission is Develop integrated and sustainable transportation systems and provide distinguished services to all stakeholders to support Dubai's comprehensive growth plans through preparing policies and legislations, adapting technologies and innovative approaches, and implementing world-class practices and standards.    Ethical base: RTA credibility and corporate reputation are honest reflections to the safe and reliable infrastructure they provide.

Continue… 2- Public perception:   visibility: RTA tries to aware people through many ways such as social media, TV, and events. Reputation: RTA is seen as an advance transport network uses an effective & an integrated transport system.

Continue… 3- External environment:   Supporters: customers or other agencies that help the RTA in doing the awareness role. ( Directorate of Traffic ) Competitors: other traffic agencies that participate in the Traffic Week events. Opponents: people who do not care about the traffic regulations and do not abide with.

Step3- Analyzing the publics:   All the community members including the employees of government and non government organization, drivers, students, school members, media, and other organization’s members who help the RTA to deliver its message.

Step4- Establishing Goals and objective:   Goal: Providing safe and Smooth Transport for all. Objectives: Curbing traffic accidents and ensuring safe mobility. Educate all community members about the main reasons of traffic accidents. - Educate the community members about the importance of remaining attentive while driving, and the ideal way to deal with the malfunctioning of cruise controllers.

Step5- Formulating action and response strategies:   .Traffic Department managed to deliver awareness messages via e-mails to all employees of the Dubai government in cooperation with the Dubai Smart Government. .The Department has also transmitted awareness messages via screens in Dubai sports clubs in collaboration with the Dubai Sports Council, and in some cinemas in cooperation with Emaar Properties. It has also broadcasted awareness flashes via social media sites. .In addition to awareness messages exhibited through advertising screens at driving institutes, auto showrooms, and scores of websites lending support to the events of the Traffic Department. .lectures and workshops in schools and malls.

Step 6- Developing The message strategy:   - The Traffic & Roads Agency has completed preparations for the GCC Traffic Week and set up an educative stand in Mirdif City Centre running during the Week. The stand exhibits signs and interactive electronic devices, and distributes awareness leaflets as part of the Number Three Campaign. The event intends to educate all community members about the main reasons of traffic accidents, importance of remaining attentive while driving, and the ideal way to deal with the malfunctioning of cruise controllers.

Continue… The plan of the Traffic Department at the Traffic & Roads Agency also includes organizing events at Emarat Petrol Stations, Latifa Hospital, and schools besides displaying e-adverts through a host of entities and RTA’s social media in the context of realizing its vision of providing Safe and Smooth Transport for All. - Coordinated with the JSS School in staging open events comprising a lecture and training workshop, and distributed Salama monthly magazine of which 10 thousand copies are printed and distributed to schools, child centers and some public and private entities in Dubai

Step7: selecting communication Tactics - The campaign last for one week   Logo:  Video: https://www.youtube.com/watch?v=wGtKJTCFk4c

Step9- Evaluation:   Almost all UAE’s channel cover the campaign in news program. And many newspapers wrote about the campaign For example news reales in Albayan and ALkhlaeej newspapers.

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