To create an awareness campaign that informs the public to be considerate and not impact the traffic negatively during accidents.
The creative team developed a campaign that features real-time photographs of the congestion caused during accidents. With the headline ‘Be considerate to other people’s precious time’ the print ads request the public to move their car aside when in an accident situation to avoid traffic jams.
The campaign was adapted to Arabic and all other languages spoken by the Dubai public, which helped in reaching out to people of all nationalities in Dubai. The campaign also resulted in a drastic fall in the number of traffic jams.