Careem and RoadSafetyUAE partner up to tackle a real problem – passenger safety!
June 08, 2016

Car accidents are the second biggest contributor to fatalities in the UAE; 
multi-channel awareness campaign aims to make a difference

Dubai, UAE 10TH May 2016: Careem, the region’s fastest growing technology company, has decided to tackle a REAL UAE concern that has taken the backseat for too long: safety. “While others in the industry have been focusing more and more on providing glitz and glamour experiences such as yacht and helicopter rides, Careem is taking a more serious angle and declares May the month of passenger safety”, said Christian Eid, General Manager of Careem UAE.

Careem has chosen to be an advocate for educating its passengers on the importance of buckling-up. To achieve their ambitious goal, Careem has partnered with RoadSafetyUAE’s Thomas Edelmann to help put together a strong safety programme that both raises awareness and rewards customers who pledge to changing bad habits.

“Our mission at Careem revolves around making a difference in people’s lives and this campaign will hopefully impact residents by committing to putting safety first”, continued Christian Eid. “We are asking all of our customers to formally pledge to buckling-up and become advocates for road safety. In return, we have committed to rewarding all pledgers with 25% discount on their next 5 Careem rides.”

“Careem has empowered its Captains to refuse passengers who choose not to buckle-up. In short, if you don’t buckle-up, we will choose not to provide an unsafe trip. Though this might sound drastic, we hope our passengers will value their safety as much as we do and hope that our community will welcome this bold move”, added Eid.

“According to World Health Organization (WHO) car accidents are the second biggest contributor to fatalities in the UAE, and continue to grow every year”. Said Thomas Edelmann, Founder and Managing Director at RoadSafetyUAE. Based on a survey we have conducted internally last month amongst chauffer driven cabs, only 57% always wore their seat belts while sitting in the back seat. A very alarming number.”

“For Careem to choose to be an advocate for educating its passengers on the importance of buckling-up is something we aspire all companies to do. We hope this campaign will not only raise awareness but will save lives as well”. Edelmann concluded.

To join the movement along with Careem and RoadSafetyUAE please visit and pledge to BUCKLE-UP!


CAREEM is an app-based car service that makes ordering chauffeur-driven cars reliable, safe, convenient, and affordable. Its customers can book a car on the CAREEM apps and website, or by calling the call center. CAREEM is a pioneering company in the region’s nascent ‘sharing economy’ – its mission is to make people’s lives simpler by revolutionizing the transportation and logistics industry in the region.

Established in July 2012, today CAREEM operates across 27 cities in the Middle East North Africa (MENA) region, including Abu Dhabi, Amman, Beirut, Cairo, Casablanca, Dammam, Doha, Dubai, Eastern Province, Islamabad, Jeddah, Karachi, Kuwait City, Khobar, Jubail, Lahore, Makkah, Manama, Qasim, Rabat, Riyadh, and Sharjah.

About RoadSafetyUAE:

RoadSafetyUAE’s vision is to contribute to reducing the number of road traffic fatalities, injuries and accidents in the UAE. RoadSafetyUAE’s mission is to raise the all stake holders’ awareness for proper conduct on our roads, in an engaging manner and on a broadly communicated and permanent basis. RoadSafetyUAE’s award winning platform engages with the stake holders traffic participants, governmental entities, the media, and more than 30 corporate social responsibility (CSR) aware partners. The content backbone are ‘tips&tricks’, provided for more than 50 topics of road safety, specifically relevant to the UAE. More information can be found on

In addition to Careem, RoadSafetyUAE partners with RTA, Dubai Chamber of Commerce, Dubai Health Authority, BMW, Michelin, Audi, Nissan, Infiniti, Al Masaood, Al-Futtaim Honda, Volvo, Al-Futtaim Volvo, Fiat Chrysler Automobiles – Dodge, Galadari Automobiles - Mazda, Al Habtoor Motors - Mitsubishi, MAN Trucks, QIC Insured, Gargash Insurance Brokers, ADNOC, PepsiCo, MMI, Pernod Ricard, Galadari Motor Driving Center, MiXTelematics, JustKidding, Serco, AMEC Foster Wheeler, VOX Cinemas, OMD and NSG.

For further information, please contact:

Samantha Horwell             

Edelman DABO                  

+971 50 774 1959                    

Thomas Edelmann

Founder and Managing Director


+971 50 55 19 216