Dubai First Participates in 'Back to School' Campaign in Abu Dhabi

Students in Capital City to Benefit from 'Little Steps for Safety' Programme

Dubai: 27 August, 2008 – Dubai First , the consumer finance company from Dubai Group , a member of Dubai Holding, today announced it will participate in the ‘Back to School’ campaign organised by the Abu Dhabi Police on 31 August, the first day of the new academic year. The participation is part of the company’s ‘Little Steps for Safety’ corporate social responsibility (CSR) programme.

Over 1,000 students from Al Afak Primary Girls School, the Al Amin Primary Boys School, and the Fatima Bint Mubarak Primary Girls School in Abu Dhabi will attend the event.

The full-day event will feature traffic safety characters created by Dubai First such as Sammy Seatbelt, Larry Look, Lucy Listen, Rhonda Red, Zebrina, Handy Hold, and Green Go. The characters will meet the children and distribute brochures, gifts and an Arabic book developed by Dubai First for educating children on road safety.

Ibrahim Al Ansari, CEO, Dubai First, said:

Road safety for children is a primary concern for parents, which is why Dubai First is working to take ‘Little Steps for Safety’ across the UAE. Following the positive response we received from children, teachers and parents in Dubai, we are pleased to support Abu Dhabi Police in promoting child road safety in the capital city. We believe there is a good way to start the academic year.

‘Little Steps for Safety’ was launched by Dubai First on 18 April as part of its corporate responsibility programme to raise awareness and educate children on road safety. The programme is supported by the Roads and Transportation Authority (RTA), Knowledge and Human Development Authority (KHDA), and the Dubai Police.

‘Little Steps for Safety’ is the first full-fledged child road safety campaign to be launched in the UAE by a financial services company. Little Steps is extending  its activities to other schools and Emirates across the UAE.

Notes to Editors

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 further information please contact:

Hasnaa Genaidy
Dubai First
Tel: +971 4 3187697
Mob:  +971 50 6462622
Email: hasnaa.genaidy@dubaigroup.com

Or

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

Or

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