#RoadSafeTogether

A year-long road-safety awareness push run with RoadSafetyUAE, launched during Ramadan after a spike in accidents in the pre-iftar rush hours. Built around survey data on UAE driver behaviour and pushed on social under the hashtag.

The brief

UAE drivers during Ramadan, when the pre-iftar rush brings a spike in crashes.

The idea

CAFU, a Dubai start-up, and RoadSafetyUAE opened a year-long awareness push in Ramadan, after more than 1,400 minor accidents in its first week, using survey data on driver behaviour shared on social.

What to borrow

Timing a safety message to the moment risk peaks gives a year-long campaign an urgent start.