AUK Sponsors Ebla Documentary's Corporate Social Responsibility Initiative

Ebla Documentary, part of the Kuwaiti closed shareholding company Ebla Productions, will begin social awareness campaign initiatives on several different elements of Kuwaiti society through the use of multimedia. After several brainstorming sessions, a team of creative professionals decided to shed light on an issue affecting all citizens and residents of Kuwait, safety on the road. The "Teswa | Drive Safe" campaign was the perfect beginning to this heartfelt initiative. Comprised of a documentary and marketing campaign which raises awareness on driving problems in Kuwait with the aim of saving lives.

Ebla Documentary created the first investigative film inquiring into the reasons behind Kuwait's road accident death toll, disclosing the factors that make Kuwait the country with the highest global statistic of lethal car accidents per capita.

This initiative was introduced by Noora Kassem Partner | Producer, a journalist with a graduate degree from SOAS. Kassem has returned to Kuwait after working for Al Jazeera documentary and Reuters, and felt that she can harness her skills in a way that can garner change through these campaigns.

The film features Kuwaiti thinkers, celebrities, race car drivers, government employees, doctors and psychologists, as well as average citizens, to offer a comprehensive look into the varied elements that cause reckless driving. The 30 minute film covers a wide range of issues identifying the source of the problem, ranging from institutional to societal factors, and concludes by offering proposed solutions. The aim of the film is to inspire proactive change, raise awareness and to empower society to produce change. The film will be launched in tandem with a nation-wide marketing campaign that includes outdoor media, magazines, radio and newspapers.

The American University of Kuwait joined the campaign by sponsoring the film as well as providing a free venue for the screening on December 11, 2012. The Teswa Team will be at the event garnering support and handing out drive safe bands as well as discussing the golden rules of driving brought to Kuwait through the Federation Internationale de L'Automobile (FIA) President Mr. Jean Todt, who expressed his support for the film and campaign during a conference on driving safety. The Teswa team scheduled to be Present to answer any and all questions at AUK consists of the Partner | Producer : Noora Kassem, Director | Noor Arnaoot, Creative Director | Dahlia Mahmoud.

The premier of the film will take place at Cinescape Cinemas in 360 Mall, with an audience of influential figures, VIPs, bloggers and media in Kuwait, and viewings of the film will be made available in Cinescape Cinemas across Kuwait for a week after the private premier. The film will also be screened at the American School of Kuwait, with the aim of visiting as many educational institutions as the campaign garners more interest.

Released by the Office of Public Affairs on the 6th December 2012