A still from Don't Rush, Stay Safe by talabat UAE. In a collaborative effort to enhance road safety during Ramadan, talabat UAE and the Integrated Transport Centre (ITC), an affiliate of the Department of Municipalities and Transport, have launched a dedicated road safety initiative campaign.
Titled Don’t Rush, Stay Safe, the initiative aims to enhance awareness among delivery riders and the public about safe driving practices, particularly during peak hours before Iftar.
The campaign advocates for heightened vigilance and patience among all drivers to ensure the safety of every road user and aligns seamlessly with the UAE’s overarching road safety objectives, highlighting the critical role of collective efforts in cultivating a robust road safety culture.
“As Ramadan is a time of reflection and presence, we believe that the community should embody these values by adopting road safety practices and being patient with all road users,” said Simonida Subotic, Vice President and Managing Director, talabat UAE. “The idea behind the campaign is to remind motorists, whether in a car or on two wheels, that getting to your destination safely matters more than getting there quickly.”
Talabat collaborated with ITC to pinpoint three most common road safety hazards: jumping red lights, speeding, and phone usage, which are implicitly highlighted in the video campaign.
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In the short form social media format, audiences witness a man receiving messages from to arrive on time for iftar. Stopped at a red signal light, the man displays signs of impatience, in a hurry to get to his destination. A talabat rider then pulls up next to him and shares a kind wave in greeting. After this exchange, the man continues his journey to find the same talabat rider delivering an order to his family.
“Abu Dhabi Mobility is committed to supporting initiatives that enhance road safety, such as the ‘Don’t Rush, Stay Safe’ campaign, which encourage all motorists to drive with care and patience,” said Dr. Abdulla Hamad AlGhfeli, Acting Director General of the Integrated Transport Centre (Abu Dhabi Mobility). “Through this partnership with talabat UAE, we continue to prioritise the safety of all road users, especially during the holy month of Ramadan.”
The campaign has been rolled out across social media platforms, through traditional PR, and OOH. The campaign’s slogan has also been rolled out on Variable Messaging Systems (VMS) in Abu Dhabi streets, “so keep an eye out when driving in the capital,” Subotic said.
Credits
Client: talabat UAE and Integrated Transport Centre (ITC)
Eng. Sumaya Al Neyadi, Head of Traffic Safety Department, ITC
Jad Oueini, Manager, Public Affairs & Corporate Responsibility, talabat UAE
Leen Habash, Sr. Specialist Comms, Public Affairs & Corporate Responsibility, talabat UAE
Agency: Ludus Films
ECD: Jamal Hamadeh, Mohammed Forootani
Director: Abdulsalam Chabalout
