Dubai - Dubai First, the consumer finance company from Dubai Group, a member of Dubai Holding, organised the 'Little Steps for Safety' workshop during the Knowledge & Human Development Authority Summer Camp yesterday at Al Ibdaa School for Girls in Dubai. This is the first in a series of workshops organised by Dubai First.

'Little Steps for Safety' was launched by Dubai First on 18 April as part of its corporate responsibility programme to raise awareness on road safety for children. Implemented in cooperation with the Roads and Transport Authority (RTA), Knowledge & Human Development Authority (KHDA), Dubai Police, and the Emirates Driving Institute (EDI), Dubai First is the first private company invited by KHDA to organise such an initiative across schools.

The workshop at Al Ibdaa School for Girls drew the participation of 300 students, and included edutainment activities on zebra crossing and safety drills, road safety games and quizzes, as well as workshops. Students were awarded certificates of participation on the completion of the one-day workshop.

Dubai First has packaged the 'Little Steps' programme in a child-friendly format by creating seven characters, each representing a different traffic element. The characters include Sammy Seatbelt, Larry Look, Lucy Listen, Rhonda Red, Zebrina, Handy Hold, and Green Go. The characters are featured in a new Arabic book developed specially for educating children on the traffic rules.

Ibrahim Al Ansari, CEO, Dubai First said: "Our children are our most precious assets. With campaigns such as the 'Little Steps for Safety', we are able fulfil our commitment to society and to our future generations. The workshops being organised during the KHDA summer camps are another step in our aim to educate our children - the adults of tomorrow, make our schoolchildren safer."

Following the success of its first workshop, Dubai First aims to organise similar initiatives at KHDA's summer camps. The next event will be held at Al Safa School for Boys on 9 July.

The first full-fledged child road safety campaign to be launched in the UAE by a financial services company, 'Little Steps for Safety' will soon be extended to other schools in the neighbouring emirates.

-Ends-

Dubai First
Dubai First is the first consumer finance company of Dubai Group, established by Dubai Holding.  Dubai First was launched as a result of extensive research into the regional finance industry, which revealed that the market is heavily overbanked but severely underserved. Dubai First aims to fill this gap and distinguish itself by being a customer-focused, service-oriented consumer finance player. Dubai First's vision is to be market leader in consumer finance in the region. The strategy of the organization is to establish a centre of multi-functional excellence in the UAE and leverage this to enter new markets. Dubai First currently offers credit cards and personal loans, with. Its signature product is the Royale MasterCard from Dubai First, an invitation-only sophisticated black card, fringed with a golden metallic border and embedded with a certified diamond set within a distinctive crest. For more information, please visit www.dubaifirst.com

For more information, please contact:
Hasnaa Genaidy
Dubai First
Tel: +971 4 3187697
Mob:  +971 50 6462622
Email: hasnaa.genaidy@dubaigroup.com

Maliha Aqeel
JiWin Public Relations
Tel:    +971 4 3613598
Mob:  +971 50 6331976
Email: maliha.aqeel@jiwin.ae

Burgess Baria
Jiwin Public Relations
Tel: +9714 3642199
Mobile: +97150 6961987
Email: burgess.baria@jiwin.ae

© Press Release 2008 from JIWIN

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