Back Off Radio: How the UAE's Traffic Authority reduced dangerous driving

This case study examines how Dubai's Roads and Transport authority created a campaign, Back Off Radio, targeting both private and taxi drivers, with the aim of reducing the dangerous practice of tailgating.

Back Off Radio: How the UAE's Traffic Authority reduced dangerous driving

BRAND: Roads and Transport Authority

AGENCY: Geometry Global Dubai

MEDIA USED: Radio

TARGET AUDIENCE: Taxi drivers and general drivers in Dubai

DETAILS:

Tailgating is a global problem, but in the UAE it is the major cause of road accidents and it's on the rise. Aggressive driving is a common occurrence on UAE roads. Dubai Police records show that in the last year, more than 43,200 accidents took place due to drivers not keeping a safe distance between vehicles.

'In Dubai, there was a 40% rise...

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