Information - Road Safety Campaigns

ROAD SAFETY BRANCH OUTREACH REPORT FOR YR 2009

SUMMARY

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1) Road Courtesy Campaign 2009 (RCC 2009) in conjunction with Singapore Kindness Movement- Kindness Month Launch

Traffic Police partnered Singapore Kindness Movement (SKM) and launched Road Courtesy Campaign 2009 in conjunction with Kindness Month on 4 and 5 April 2009 at IMM Garden Plaza, level 3. The Guest-of-Honour (GOH) was Mr Lim Boon Heng, Minister, Prime Minister’s Office.

SKM had recently conducted a survey with regards to Singaporeans’ respond to kindness and graciousness and there were several areas that Singaporeans felt lacking. There was a need for greater gracious and one of which is road courtesy. The month of April has been chosen to be the “Kindness Month” by SKM thus Traffic Police is leveraging on this platform to launch the Road Courtesy Campaign 2009.

Mentioned by Mr Lim Boon Heng in his speech during the launch, he agreed that kindness is important especially in today’s environment and context. He also urged everyone to display courteous acts on the road which includes waving to say thanks, signal early and giving way to vehicles that are switching into their lane.

Outreach programme for Road Courtesy Campaign 2009 (RCC 09)

1.1) Distribution of sponsors’ items to 3 charitable organisations on 10 July 09

As part of the Road Courtesy Campaign (RCC) 2008 “Spot the Courteous Motorists” programme and Road Safety Outreach (RSO) 2009 programme, TP sponsors Nestle and F&N sponsored Nestle hampers and cereal for the respective campaigns.

The Nestle hampers were allocated as prizes to be awarded to motorists spotted for performing courtesy act on the road for RCC 2008. However, there was a balance of 20 hampers which were not collected as some of the motorists did not respond to our calls for collection. F&N cereal were part of the F&N sponsorship for the Road Safety Campaign 2009 and TP had a balance of 24 boxes after RSO 09 distribution, which were donated to 3 charitable organizations namely Geylang East Home for the Aged, Bishan Home and Society for the Physically Disabled.

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2) Road Safety Outreach 2009 (RSO 09)

RSO 09 was launched in conjunction with the ESPN formula Drift ProAm Series 2009 on Saturday, 4 July 2009, 10.30am at Changi Exhibition Centre. Associate Professor Ho Peng Kee, Senior Minister of State for Law and Home Affairs, was the Guest-of-Honour for this event. GOH’s speech during the launch ceremony includes the announcement of setting up of the new road safety council.

ESPN Formula Drift ProAm Series 2009 was a two-day motor drifting competition event held from 4 July till 5 July 2009 whereby 37 drift drivers from Singapore, Hong Kong, Indonesia, Malaysia, and Thailand came to compete for the top amateur drivers in the region.

The objective of RSO 09 was to generate greater road safety awareness among all categories of road users, with more emphasis on vulnerable groups such as motorcyclists, elderly pedestrians and pedal cyclists, especially foreigners. The new tagline for RSO 2009 is, “The Best Gift to Your Loved Ones Is Yourself. Make It Home Safely”.

A press conference attended by media partners was held to announce the RSO 09 as well as the revision of scope to the Traffic Accident Fund (TAF) and the revision to the syllabus of Class 2B driving Licence.

Outreach programmes for Road Safety Outreach 2009 (RSO 09)

2.1) Pasir Elias CC – Lunar New Year 2009 and Launch of Road Safety Programme for Senior Citizens

TP launched a Road Safety Programme specially tailored for elderly pedestrians. This was launched on 31 Jan 09 at the Elias Community Centre’s Lunar New Year celebration. Educational materials like 300 lamp-post banners, 200 posters, 2,000 bright handy bags and 4,000 tissue packs carrying the message “Take it slow and easy. Be seen, be safe.” was displayed and distributed to 2,000 participants during the event. Understanding the elderly’s love for song and entertainment, a new road safety video, ‘流金岁月- 公路安全第一’ with songs infused with safety tips, were distributed at the event as well. The video will eventually be distributed to the various homes and shelters for senior citizens, Community Centres and Residents’ Committee Centres and, will also be subsequently woven into commercials and aired on MediaCorp channels such as TV Mobile. While TP has been appealing for motorists to look out for pedestrians, in particular the elderly pedestrians, senior citizens are encouraged to play their part by refraining from jaywalking and should be crossing the roads safely.

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2.2) Outreach 2009 for Foreign Workers

Outreach 09 for foreign workers were held through ‘Variety Show’ on 7 and 8 Feb 2009. This event was organised by the Hindu Endowment Board. MediaCorp TV 12 was the media partner for this event. This event was held along Serangoon Road, Little India (field opposite Mustafa Centre) with a turnout of 35,000 people over both days. Famous local Hindu artiste was featured on the road safety posters with the aim of educating the foreign workers on being a safe pedal cyclist. The artiste also conveyed road safety messages through quizzes and handing out of road safety souvenirs as prizes throughout the event.

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2.3) Outreach 2009 for Foreign Motorcyclists

Road Safety Branch officers handed out ‘Things Don’t Just Happen’ motorcyclists leaflets to foreign motorcyclists on 23 Feb 09 from 0400hrs till 0830hrs at Woodlands Checkpoint into Singapore for Outreach 09. A total of 10,000 motorcyclists were outreached to. No accidents were reported along BKE during their duty.

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2.4) Lions Befrienders Awards & Appreciation Ceremony

Traffic Police was invited by Lions Befrienders to participate in their annual Appreciation & Award Presentation Ceremony. The event was held on 24 October 2009, Saturday, 6pm to 10pm at Orchid Country Club, to give thanks to their volunteers and sponsors. About 650 – 700 guests attended the event. 145 awards were given out to the volunteers and sponsors who have made a great difference to the lives of these senior citizens.

Lions Befrienders Service Association (Singapore) is a charitable organisation which was set up in 1995. They are a registered member of the National Council of Social Service and they have Befriending and Outreach Programmes to aid in the social, psycho-emotional and physical well-being of lonely seniors through community participation. Currently they reach out to about 3,500 seniors under their programmes.

With the Management Committee support, we have already trained more than 170 volunteers as our Road Safety Ambassadors for the senior citizens on 25 July 2009 and they received the certificate of appreciation during the ceremony. We also have secured sponsorship to provide 1,000 pieces of car cushions and bags carrying the Road Safety messages entitled "Cross With Care. Make It Home Safely" as well as copies of the DVD for distribution to all the attendees.

During this event, TP officially launched a 30 seconds DVD entitled “Liu Jin Shui Yue”, by Minister Lim Boon Heng. This DVD was produced in a light-hearted manner to engage senior citizens through famous artistes from J-team productions. Road safety messages such as safety habits, common causes of accidents, ways to avoid danger and proper ways to cross the road will be portrayed through the songs sang in Mandarin, Hokkien and Cantonese with sub-title available in English, Malay and Tamil.

The support from Loyang Tua Pek Kong, Council for the Third Age, Singapore Che Wein Khor Moral Uplifting Society and various committed organizations have made it possible for the DVD to be produced. Further media publicity in the pipeline will be airing of the television commercial through MediaCorp TV 8, TV Mobile and Rediffusion. In addition, Mr Marcus Chin (who sang the songs in Road Safety DVD) will perform a skit to bring the road safety messages to the guests together with another two artistes.

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Anti-Drink Drive Campaign 2009 (ADD 09)

Traffic Police will be launched Anti-Drink Drive Campaign 2009 on 11 December 2009 at Grand Copthorne Waterfront Hotel. This was part of our on-going effort to remind road users not to drink and drive. The Guest-of-Honour was Mr Masagos Zulkifli, Senior Parliamentary Secretary, Ministry of Education and Ministry of Home Affairs.

The campaign tagline is “Don’t Drive to Drink”. This aims to deliver a strong call-to-action message that speaks to drivers the moment they contemplate a night-out with drinks. To further extend viral marketing opportunities, we will also tapped into our 2.98 million mobile subscribers with the forwarding of ADD09 SMS/MMS messages. Front cover envelope advertisement carrying ADD09 message was produced targeting 1.5 million mobile subscribers. In addition, ADD advertisement on Night Owl Buses which plied clubbing areas like Clarke Quay, River Valley Road was also done to generate greater road safety awareness among party-goers.

The campaign period stretches over 6 months, covering Christmas, New Year and Chinese New Year. Channels of communication would also be done on television and radio on local channels and ESPN. 150 lamppost banners hung along major roads, posters displayed at entertainment outlets as well as at tertiary institutions, outdoor media advertisement (buses, taxis, billboards and bus shelter advertisements) were also done to remind road users to not to drink drive.

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Outreach programmes for Anti-Drink Drive Campaign 2009 (ADD 09)

3.1) Access 98 Party

Safra Radio, Power 98 together with VinCar Pte Ltd organised a party at St James Power Station on 28 Aug 09. Don’t Drink & Drive message was put up at this event as well as on the invitation cards to their customers.

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3.2) ADD Outreach 2009 – Johnnie Walker’s Join The Pact

The Johnnie Walker JOIN THE PACT is a campaign advocating drivers to Never Drink and Drive, launched on 21 Sep 09.

"Deputy Assistant Commissioner (DAC) Christopher Ng, Commander of Traffic Police said: "We welcome Johnnie Walker's commitment to the   anti-drink-drive message in Singapore and congratulate them on the success of their "JOIN THE PACT" campaign. We hope Singaporeans and visitors have enjoyed the event, but more importantly, join the pact and never drink and drive." About 10 thousand drivers pledge not to drink & drive at the web.

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Miscellaneous Road Safety Campaigns / Outreach 2009

4.1) Global Road Safety Week

The Global Road Safety Partnership (GRSP) brought together governments, business and civil society to address road safety issues in low and middle-income countries. GRSP aimed to work towards a reduction of road fatalities, especially in developing and transitional countries that contribute 85% to global road-related fatalities.

Global Road Safety Partnership Seminar 2009 organised by the National Safety Council of Singapore (NSCS) and supported by Asean Development Bank was held from the 7 to 8 of October 2009 in Pan Pacific hotel in Singapore. The Seminar aimed to highlight the importance of sustained action and the value of continued cooperation and collaboration across various sectors to effectively reduce death and injury on the roads.

Traffic police also set up an exhibition on our 3-pronged approach Education, Enforcement, Engaging the Communities. Short clips were produced and screened on screens throughout the exhibition. Static display also includes the 'Fatal Vission' googles and the Police Speed Laser Camera.

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4.2) BBDC Ride Safe 2009

Traffic Police, in collaboration with Bukit Batok Driving Centre Ltd organised a Road Safety Programme for motorcyclists, ‘Ride Safe’ for the consecutive year on 31 October 2009 at Bukit Batok Driving Centre Ltd.

This event aimed to promote road safety to motorcyclists by imparting good riding techniques and also encouraged motorcyclists to exercise defensive riding whilst on the roads. The Guest-of-Honour for this event was Mr Teo Ser Luck, Senior Parliamentary Secretary, Ministry of Community Development, Youth and Sports & Ministry of Transport.

Similar to last year, the ‘Convoy Riding’ and ‘Skilled & Safe Riding Competition’ were the highlights of the event. The new initiative for this year is the introduction of group competition for the ‘Skilled & Safe Riding Competition’. Each team made up of 5 riders and the team with the best scores won the prize. This was to encourage riders within the organisation to look out for one another safety. Individuals who did well in the competition were also be rewarded.

To remind riders to be safe on the roads, banners were hung along major trunk roads and near the campuses of tertiary institutions like the polytechnics and universities. The canteens of these institutions also had posters and advertisements on their table tops to remind our youths, who are likely to be new riders, to make safety a priority from the start. 

To carry on the initiative of the Road Safety Ambassador from Ride Safe 2008, Traffic Police appointed 14 supervisors and safety officers from various organisations as our new Road Safety Ambassadors. Through the supervisors and safety officers, they will be able to look after and care for their riders and at the same time any Road Safety message or event from Traffic Police they will be able to disseminate to the riders.

About 560 people turn out for this event which includes 200 invited guests and 360 riders from 13 companies and organisations.

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4.3) SOXAL Heavy Vehicle Road Safety Campaign 2009

Traffic Police, together with the Singapore Oxygen Air Liquide Pte Ltd (SOXAL), launched the Heavy Vehicle Road Safety Campaign 2009 on Wednesday, 4 November 2009 at 3.30 pm at the Changi Exhibition Centre, 9 Aviation Park Road, Singapore 498760. Superintendent of Police Poh Lye Hin, Deputy Commander of Traffic Police, graced the event as the Guest-of-Honour.  The theme for the Heavy Vehicle Road Safety Campaign 2009 is “Think Safety, Drive Safely”.

This tagline aims to highlight five key messages:
(a)        Stay Alert;
(b)        Observe Traffic Rules;
(c)        Don’t Speed;
(d)       Don’t Phone and Drive; and
(e)        Fasten Your Seatbelt.

Two 30-tonne liquid gas tankers will be carrying the campaign messages on their bodies as they ply the roads. In addition, banners will be prominently displayed on roads with heavy vehicle traffic such as Changi Coast Road, Jalan Buroh, Pioneer Road, Keppel Road. This approach aims to instill conscience and responsibility amongst the heavy vehicle road users.