UAE
Dubai Police, RTA Launch‘Drive Like Your Mum’s Watching’ Campaign to Promote Safer Roads:In a creative push to improve road safety and reduce congestion, Dubai’s Roads and Transport Authority (RTA), in collaboration with Dubai Police, has unveiled a new public awareness campaign encouraging motorists to “drive like their mum’s watching.”
The initiative takes a refreshing and relatable approach to addressing everyday driving habits that often go unnoticed but collectively contribute to traffic inefficiencies and safety risks. Rather than focusing on major traffic violations, the campaign highlights smaller, routine behaviours such as tailgating, sudden braking, distracted driving, and unnecessary lane changes.
Rolled out in phases, the campaign began with a four-day teaser across social media platforms, followed by a full-scale launch featuring a hero video, radio spots, and high-visibility outdoor advertising across the city. The messaging is anchored in a simple yet powerful idea: people tend to behave more responsibly when they feel observed—especially by their mothers.
At the heart of the campaign is Khaseibah, a fictional Emirati character known for her warm, motherly tone and relatable personality. The main film follows a young Emirati driver navigating everyday road situations. Just as he is about to make risky decisions, subtle cues and his mother’s voice intervene, encouraging him to drive more carefully.
The campaign’s outdoor presence has been particularly striking. A prominent hoarding along Sheikh Zayed Road features Khaseibah’s watchful eyes overlooking traffic, reinforcing the campaign’s central message. Additional elements include digital billboards, bridge banners, and mupis that spotlight specific driving behaviours.
Developed in partnership with Saatchi & Saatchi MEA, alongside production house Prodigious Middle East, media agency Starcom, and post-production by Optix Middle East, the campaign blends humour with everyday realism to resonate with a wide audience.
Officials from the RTA emphasized that road safety is not solely about preventing major infractions but also about addressing habitual driving patterns. “Everyday driving habits play an equally important role in how safely and efficiently the city moves,” the authority noted in a statement.
The campaign aims to foster a sense of personal responsibility among drivers by making them more aware of how their actions affect others on the road. By shifting the narrative from enforcement to empathy, the initiative seeks to encourage more conscious and considerate driving behaviour across Dubai.
With its light-hearted yet impactful messaging, the “Drive Like Your Mum’s Watching” campaign reflects a growing trend in public safety communication—one that relies on emotional connection and cultural relatability to inspire lasting change on the roads.
