RIYADH — As part of its ongoing efforts to ensure safer roads for children and following a very successful UAE-wide campaign, INFINITI Middle East has rolled out its road safety initiative ‘Eyes on You’ in Saudi Arabia in collaboration with Universal Premium Motors Agencies (UMA Premium), INFINITI’s official dealer in Saudi Arabia. Through an engaging video series and support from a number of popular online personalities, the premium automotive brand aims to boost road safety awareness amongst families in the Kingdom. The aim of this series is to educate young children about proper etiquettes while driving on the road with the hope that the knowledge will empower the next generation of drivers to hold adults accountable for bad driving habits. More specifically, the video series shows the important road safety protocols that are in place, behaviors to implement, as well as habits to avoid while in the car, in an engaging and digestible animation format. The content of the ‘Eyes on You’ video series was developed following a regional road safety survey by INFINITI Middle East and YouGov, which highlighted that nine out of 10 parents (94%) in Saudi Arabia believe that children notice and are likely to eventually mirror the driving behavior of adults. What’s more, over half (55%) of Saudi Arabian parents believed children were most likely to mimic later in life not wearing seatbelts and receiving or making phone calls while driving (46%). By equipping children with the correct knowledge and behaviors at an early age, INFINITI Middle East aims to foster a positive driving culture in KSA and reduce road traffic accidents. “Greater road safety awareness and education is one of INFINITI’s core purposes as we look to empower drivers to be their best selves,” said Nasif Siddiqi, managing director of INFINITI Motor Company International Markets. “Eyes on You” aims to bring focus to the issue at hand — reminding parents of the impressionable eyes watching while also instilling early-age road safety awareness to the country’s next generation of drivers, so that they are equipped to be as safe as possible on the roads. Knowledge really is power and we are honoured to be able to work with a number of influential social media personalities to make a positive impact to our society,” Nasif Siddiqi said. The research, carried out in Saudi Arabia, UAE, Kuwait and Lebanon, by YouGov surveyed 1,869 parents and demonstrated areas of knowledge gaps amongst parent drivers such as the correct age of seatbelt usage, the legal requirements for child seats, and the most common bad habits on the road such as mobile phone usage. To watch the KSA road safety videos click below links.