Inspiring Safe Driving

Did you know that about 1.3 million people around the world die from road accidents every year? In the Philippines, the Metropolitan Manila Development Authority (MMDA) reported a total of 11,699 road accidents in 2007 and 43,510 road accidents from January to September 2008, including fatal and non-fatal incidences and damages to property with many minor incidences left unreported. Reports show that a majority of these accidents were caused by human error and the World Health Organization estimates that road traffic accidents will become the third leading cause of premature death for all ages by 2020.

Despite the global economic recession, Ford Motor Company continues to be committed to promoting road safety through various driver education programs. One of these programs is the comprehensive and United Nations-recognized road safety initiatives under their global Driving Skills for Life (DSFL) campaign, which Ford Philippines re-launched last April 29 at the Fort Bonifacio in Taguig City.

Strong Government Support and International Partnership

The Driving Skills for Life program enjoys the strong support and advocacy from government agencies, including the Department of Transportation and Communications (DOTC) and its program partner, the Vietnam-based Asia Injury Prevention Foundation (AIPF), a member organization of the United Nations Road Safety Collaboration, which is dedicated to public awareness and education programs on road safety.

According to Mirjam Sidik, Executive Director of AIPF, these programs are critical to address growing concerns about road safety in the emerging markets of Asia and Africa. “It’s great to see Ford, a leader in safety, doing something about this critical issue,” Sidik said. “DSFL is a public-private partnership that effectively involves government and non-government organizations. We believe it will be the catalyst for further action to improve road safety as nations across this region – including here in the Philippines – deal with rapid development to their infrastructure and subsequent changes on their roads.”

Traffic Safety, Economy and the Environment

Key focal points of the training include awareness of road and traffic conditions, safe driving techniques and methods to drive more economically with reduced environmental impact. “The techniques used for safe driving are essentially the same for economical, fuel-efficient motoring,” said Neal McCarthy, Corporate Communications Director for Asia Pacific and Africa. “So, driving steadily at reasonable engine speeds is not only safer, but can also help drivers improve fuel efficiency by up to 25 percent, as well as reduce CO2 emissions.”

Economical driving training includes anticipating road conditions, applying fuel-efficient driving techniques, avoiding speeding and keeping a vehicle properly maintained for optimal fuel economy. Safe driving skills focus on the use of safety belts, recognizing and anticipating changing traffic conditions, avoiding distraction and maintaining a safe distance from other vehicles in traffic. “Inspiring safe driving is the biggest single step that we can make to help reduce road traffic accidents,” explained Sidik. “DSFL will help Filipino drivers be more aware of the conditions around them and how important their actions are to road safety.”

Involving the Youth

The Philippine campaign of the Driving Skills for Life incorporates Ford Philippines’ road safety initiatives that include the Responsibility In Driver Education (R.I.D.E.) program; educational seminars run for students, Ford and Mazda customers, car clubs and general public; educating students on proper driving habits; Eco-Driving, and the Road Safety Youth Council, which consists of some 119 core council members and almost 3,400 members from various high schools and universities.

DSFL is offered free to program trainees, and mixes classroom learning and practical training to help increase awareness of safe driving techniques that also help improve fuel efficiency. The training has been customized for the Philippines to reflect the local driving environment and road conditions, and will be offered through a series of events open to the public. The uniqueness of Ford Philippines’ road safety campaign lies in the involvement of youth – student volunteers who act as ambassadors for road safety, advocating the importance of proper driving to their fellow youth.

Learning Road Safety is Fun

During the re-launch of the DSFL program the Fort Bonifacio Open Grounds, a day-long series of activities included a DSFL Day Camp and Eco-Driving sessions in conjunction with the Tuason Racing School; an Inter-School Quiz Bee on road safety basics; and the DSFL Youth Summit, a spirited gathering of young road safety advocates spiced up by a concert featuring the popular local bands at the DSFL Youth Summit.

“Road safety is a very serious issue in the Philippines, and Ford Philippines remains highly committed in helping improve driver safety through this free driver education program,” said Anika Salceda, AVP for Corporate Communications of Ford Group Philippines. “The Driving Skills for Life program is an ideal way for Ford to leverage our global expertise to help make a difference here in the Philippines.”