Truck driver traffic awareness campaign 2026

A summer-long campaign with Dubai Police aimed at truck drivers and freight operators, running June to August at truck rest areas and on Emirates Road and Sheikh Mohammed bin Zayed Road. It combined field workshops and leaflets with awareness videos made with social-media influencers and messages on Dubai's electronic road signs, and a tyre-check drive with Continental Tires in Ras Al Khor.

The brief

Truck drivers and freight operators on Dubai's main roads in summer, when RTA steps up efforts to cut truck accidents.

The idea

With Dubai Police, RTA ran workshops at truck rest areas, handed out leaflets on tyre and brake checks, made videos with influencers and flashed messages on electronic road signs, June to August.

What to borrow

Meeting drivers where they stop, at rest areas, reaches a hard-to-reach working audience on its own schedule.

Brand	RTA Dubai
Agency	Not named on the source
Talent	Not named
Channels	on-ground, social, OOH, print
Source	Gulf Today