UAE Student’s Road Safety Video Wows Audiences – Press Release

Press Release

15 years old UAE student’s road safety video wows audiences

  • Majid Al Futtaim Cinemas (VOX Cinemas) and RoadSafetyUAE endorse seat belt video clip
  • Charlie Cracknell, a 15 year old UAE student follows up his internationally award winning work with this recent production
  • Clip addresses the #1 cause of death for children in the UAE, road traffic accidents
UAE Student’s Road Safety Video Wows Audiences

UAE Student’s Road Safety Video Wows Audiences

Dubai, United Arab Emirates- April 24, 2016 –(ME NewsWire)- Charlie Cracknell, a 15 year old GEMS student living with his family in the UAE follows up his internationally award winning work with another stunning video clip about one of the most important issues of road safety in the UAE, namely seat belts, and in particular the use of seat belts for kids.

RoadSafetyUAE endorses Charlie’s amazing video clip, which gains support from it’s CSR (Corporate Social Responsibility) partner VOX Cinemas through screening the 30” video clip in their 16 locations across the UAE, Oman and Lebanon.

Charlie Cracknell states: “I am very passionate about film making and I feel that road safety is an incredibly important topic in our society today. It is crucial, that people are more aware of the dangers that can occur on the road, which is why I dedicated my latest production to encourage everyone to use seatbelts. By interviewing children, some of whom were quite young, I wanted to be able to appeal directly to other children but at the same time to target adults who would feel the impact of receiving such an important and positive message from a child.”

UAE Student’s Road Safety Video Wows Audiences - Press Release

UAE Student’s Road Safety Video Wows Audiences – Press Release

A study of car crashes in Al Ain has found that 98% of passengers were not wearing a seat belt – and not a single child restraint was used in any of the vehicles. According to the WHO, the correct use of child seats can reduce fatalities by 70% in infants, and by 54-80% among young children. Hence, this video clip raises awareness for a truly critical issue of road safety in the UAE.

“Road safety is an important issue in the UAE and beyond, we are committed to raising awareness of the cause of such fatalities and the importance of wearing seatbelts. VOX Cinemas is proud to screen Charlie’s clip in our theatres and we hope that the message resonates with our audiences.”, explains Cameron Mitchell, CEO Majid Al Futtaim Cinemas- VOX Cinemas.

Thomas Edelmann, Founder & Managing Director of RoadSafetyUAE says: “Charlie is such a gifted writer, director and producer and his internationally award winning work inspired us to endorse his great new production from an early stage. It is ideal, when empowered students create work for other students, since there is so much relevance when content is conceived ‘by us – for us’. We are extremely grateful for the fantastic support from VOX Cinemas.

The video clip can be found on:


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 VOX Cinemas, 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, Galadari Automobiles – Mazda, Al Habtoor Motors – Mitsubishi, Fiat Chrysler Automobiles – Dodge, MAN Trucks, QIC Insured, Gargash Insurance Brokers, ADNOC, PepsiCo, MMI, Pernod Ricard, Galadari Motor Driving Center, Serco, MiXTelematics, JustKidding, AMEC Foster Wheeler and NSG.

About Majid Al Futtaim Cinemas

VOX Cinemas is the Middle East’s most innovative and customer-focused cinema experience.  VOX Cinemas is owned and operated by Majid Al Futtaim Cinemas, which is the cinema arm of Majid Al Futtaim, the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa. With 16 cinema complexes totalling 182 screens across the region, including 150 screens in the UAE, 15 screens in Lebanon and 17 screens in Oman, VOX Cinemas is now the Middle East’s largest and most rapidly growing cinema exhibitor.  In 2015, the company announced it significantly increased its initial investment in the business from a 750 million dirham investment to a 1 billion dirham investment that will see the company expand to operate over 400 screens in 8 countries by 2018.

Tailoring every cinema location to the surrounding market place and customer preferences, VOX Cinemas offers a mix of cinema experiences including two luxury cinema concepts, the first one VOX THEATRE by Rhodes which is a collaboration with Michelin Star Chef Gary Rhodes, and the much loved VOX GOLD luxury cinema experience.  VOX also has the very first and only IMAX with Laser screen in the Middle East and its own large format VOX MAX big screen cinema, VOX holds the Middle East exclusive rights to 4DX, and recently launched VOX KIDS, the very first cinema in the Middle East dedicated to kids having fun.

About Majid Al Futtaim

Founded in 1992, Majid Al Futtaim is the leading shopping mall, retail and leisure pioneer across the Middle East and North Africa (MENA).

A remarkable business success story, Majid Al Futtaim started from one man’s vision to transform the face of shopping, entertainment and leisure to ‘create great moments for everyone, every day’. It has since grown into one of the United Arab Emirates’ most respected and successful businesses spanning 13 international markets, employing over 30,000 people, and achieving the highest credit rating (BBB) among privately-held corporates in the Middle East.

Majid Al Futtaim owns and operates 19 shopping malls, 12 hotels and three mixed-use communities, with further developments underway in the region. The shopping malls portfolio includes Mall of the Emirates, City Centre malls, and also four community malls which are in joint venture with the Government of Sharjah. The Company holds exclusive rights to the Carrefour franchise in 38 markets across Middle East, Africa and Central Asia, and with the Hyperstar brand in Pakistan, operates a portfolio of 70 hypermarkets and 90 supermarkets in 13 countries.

Majid Al Futtaim operates 182 VOX Cinema screens and 23 Magic Planet family entertainment centres across the region, in addition to iconic leisure and entertainment facilities such as Ski Dubai and iFly Dubai, among others. The Company launched the first LEGO-certified store in the Middle East and is parent to the consumer finance company issuing ‘Najm’ and “Voyager” credit cards, a fashion retail business representing international brands such as Abercrombie & Fitch, AllSaints and lululemon athletica, and a healthcare business that operates a network of City Centre Clinics. In addition, Majid Al Futtaim operates Enova, a facility management company, through a joint venture operation with Veolia, a global leader in optimised environment resource management. The Company also operates in the food and beverage industry through a partnership with Gourmet Gulf.

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*source: ME NewsWire

The release can be read online:


Thomas Edelmann

Founder and Managing Director


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