A campaign to reduce the number of deaths on the road has been launched in Abu Dhabi. Last year, 430 people were killed on the emirate's roads, giving Abu Dhabi one of the world's worst rates of road deaths in the world. Today the Health Authority - Abu Dhabi (HAAD) launched a comprehensive campaign - Drive Safe, Save Lives - in conjunction with the police and various other agencies. It will feature mass advertising campaigns on television, in cinemas and on the roads warning about dangerous driving, in particular not wearing seat belts and speeding. The ambassador of the campaign is Sheikh Khaled Al Qassimi, the BP-Ford Abu Dhabi World Rally Team's driver. Dr Ahmed Al Mazrouei, the chairman of HAAD, said: "This is an alarmingly high rate and we need to educate an encourage our younger citizens about road safety."