Road safety has always been a topic of concern during the Holy Month of Ramadan. According to the Dubai Police, the first 10 days of Ramadan this year witnessed a 62% increase in traffic accidents, compared to 2021. This can be attributed to a loss of focus and presence of mind, especially as eager drivers make their way to Iftar as quickly as possible.
Al-Futtaim Toyota wanted to draw attention to the problem of these increased traffic accidents in their Ramadan campaign – ’Journeys of Mindfulness’ – a digital activation and social experience that encouraged drivers to relax and focus before they begin driving.
To bring this to life, AKQA Dubai drew inspiration from the meditative
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