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Monday, September 20, 2010

New Road Safety Program - Love Life

PLUS Expressway Bhd and the Malaysian Institute of Road Safety Research (Miros) launched the Love Life campaign to create awareness of road safety through music. PLUS and Miros distributed 5,000 music CDs entitled Love Life to motorists at the Subang Jaya NKVE toll plaza here recently. (but MIROS staff didn't get one. So sad...)

Prof Dr Ahmad Farhan on the scene during Love Life

A total of 5000 CDs were distributed to motorists at 10 major toll plazas in the country over three days before Hari Raya. Fourteen popular Malaysian artistes performed theme song entitled Love Life and nine other songs in the first local album dedicated o road safety.

Sponsored by PLUS and produced for Miros by award winning composer Johan Nawawi, the album's 10 songs were performed by Nora, Zainal Abidin, Datuk Khatijah Ibrahim, Jacklyn Victor, Dayang Nur Faizah, Noh Hujan, Nabil Mentor, Dina, Sheila OIAM, Tomok, Desiree, Hunny Madu, Remy Ishak and Cakra Sonic. It also features motorcycle racing champion Wazi Abdul Hamid.

The crowds during Road Safety Love Life event

Miros director-general Prof Dr Ahmad Farhan Mohd Sadullah said: "Music is a very powerful means of persuasion and we hope it will give us the much-needed breakthrough in communicating the importance of good road safety practice to the masses and in the process become an effective platform in reducing road accidents and fatalities."

He said despite the campaigns which have been initiated throughout the year through activities, enforcement, new laws, and the use of print, broadcast and social media, the number of accidents and fatalities in the country remained alarmingly high.

Last year, there were 397,330 road accidents with 6,745 deaths. Sixty per cent of the fatalities were motorcyclists and pillion riders. Dr Ahmad said worldwide studies have long determined that music has a profound physical and psychological effect in communicating social ideas, values and influencing the lives of a much larger audience. He said Love Life is about road safety, and has proven to have a positive impact on the subconscious minds of the motorists, influencing their behaviour, action and attitude.

Professional motorcyclist (Eh belakang tu Atiqah dan Suffian)

Plus Expressway Bhd chief executive officer Nik Airina Jaffar said the campaign is in line with their road safety programme called Malaysians Unite for Road Safety or Mufors for short.

"Mufors started last September and 24,000 Malaysians took an oath to drive safely. This year, the motorists were urged to make road safety a priority in their lives. With the launch of the Love Life campaign and album, we hope to work together to reduce road accidents and fatalities," she said.

News source: NST Online

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