2017 Winners & Shortlists

Brief Explanation

Dubai Police recorded over 43,200 accidents caused by tailgating in 2014. With over 30% involving taxis, we worked with the RTA to deliver a unique solution. We created a unique device that is activated when the taxi reaches 60kmph. Sensors mounted to the front and rear of the taxi measure the distance between the car in front and the car behind the taxi. If the taxi breaches the 2 car lengths safety zone a message is delivered direct through the taxi’s audio system warning the driver to slow down. If a car comes to close to the back of the taxi the device send the message direct to the offending cars radio. By partnering with the Arabian Radio Network we covered all major radio stations across 4 of the most spoken languages in the UAE. The campaign ran across the RTA’s franchised taxi fleet. The initiative had over 360million media impressions, and for the first time in 4 years there has been a reduction in tailgating related accidents by 14.8%.