The campaign, aimed at three to nine year olds, takes the form of three-day ‘edutainment’
On Thursday, this children’s safety campaign was launched in Khalidiya Mall, and will be followed by similar driving experiential events in other malls and schools.
“The Porsche Kids Driving School (PKDS) campaign is an established educational initiative for Porsche and we are pleased to be introducing it to Abu Dhabi Market,’ said Wissam Khalil, Porsche Brand Manager. “At Porsche we recognize the importance of early learning as today’s children will be tomorrow’s drivers.”
Khalil explained that the Middle East is characterized by a higher than average accident and fatality rate, and this is due largely to poor road safety awareness and irresponsible driving.
“We believe in introducing responsible driving early and to exposing children to important safety messages. A vital one that they need to know right now is the importance of wearing seatbelts and of sitting in the back seat of a car. We believe in some situations children can actually influence their parents.”
Khalil also explained that the PKDS programme includes a lecture on basic road rules and traffic signs, as well as a driving session on Porsche 911 pedal cars on a road track complete with road signs, traffic lights and traffic cones. After attending a lecture class and taking part in a test drive, kids receive a ‘Porsche Driving License’ along with an entertaining booklet, promotional gifts and a safety driving handbook for their parents.