Roads and Transport Authority (RTA) and Dubai Police have launched a new road safety campaign aimed at curbing everyday driving behaviours that contribute to congestion and accidents across Dubai.
The initiative focuses not on major traffic violations, but on routine habits such as tailgating, sudden braking, distracted driving, and unnecessary lane changes—actions that may seem minor individually but collectively impact road safety.
Instead of relying on enforcement, the campaign adopts a behavioural approach, using a familiar and relatable influence: mothers. Built around the idea that people tend to behave better under their mother’s watch, the campaign uses humour to highlight common driving mistakes.
Fronted by Khaseibah, an Emirati figure known for her “motherly” tone, the campaign’s main film follows a young driver navigating everyday road situations. As he is about to make risky decisions, he is guided by subtle cues and the voice of his mother, encouraging safer choices.
Commenting on the campaign, RTA said: “Road safety is often associated with major violations, but what we see on the ground is that everyday driving habits play an equally important role in how safely and efficiently the city moves. This campaign focuses on building awareness around those behaviours and encouraging more responsible driving over time.”
They added: “The intention is to move beyond enforcement and create a sense of personal responsibility among drivers. When individuals recognise how their actions impact others on the road, it leads to more conscious and considerate driving.”
The campaign began with a four-day teaser phase on social media, featuring Khaseibah holding signboards with witty safety messages. It has since expanded across platforms, including a full-length film on YouTube and RTA’s social channels, radio spots, and outdoor advertising.
Saatchi & Saatchi Middle East Chief Creative Officer Sebastien Boutabel said: “We didn’t want to create another road safety message that people hear and forget. The idea was to tap into something people already respond to instinctively. A mother’s voice doesn’t feel like enforcement, it feels personal, familiar, and immediate. That’s what makes it powerful enough to influence behaviour in real moments.”
The campaign also includes high-visibility placements along Sheikh Zayed Road, digital billboards, and bridge banners highlighting specific driving behaviours. It will run across digital, cinema, radio, and outdoor platforms, with its impact measured through engagement levels and long-term improvements in road safety.
