RTA, in collaboration with Dubai Police, has launched a campaign aimed at tackling the everyday driving behaviours that contribute to congestion and road safety risks across Dubai.
Not the big, obvious violations, but the smaller, routine ones people slip into without thinking, tailgating, sudden braking, distracted driving, unnecessary lane changes. The kind of behaviour that feels minor in the moment, but adds up across the road.
Instead of approaching this through enforcement, the campaign takes a more instinctive route, by bringing in a voice most people already respond to.
Their Mothers.
Built as a light-hearted take on a familiar truth, that most people instinctively behave better when their mother is watching, Saatchi & Saatchi Middle East’s campaign uses humour to reflect everyday driving moments people recognise in themselves.
The campaign is fronted by Khaseibah, an Emirati figure known for her relatable, ‘motherly’ tone. The hero film follows a young Emirati driver through everyday moments on the road. Each time he is about to make a risky decision, he is stopped by subtle cues and the voice of his mother, prompting him to slow down and drive more carefully. The situations are simple and recognisable, because that is where these behaviours happen.
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 rolled out in phases, starting with a four-day teaser on social, where Khaseibah appeared holding signboards with short, witty road safety messages. This was followed by the full launch across channels, including a hero film on YouTube and RTA’s social platforms, radio spots that bring the “motherly voice” directly into cars, and high-visibility outdoor placements across the city.
Sebastien Boutabel, chief creative officer at Saatchi & Saatchi Middle East, 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.”
This includes a Sheikh Zayed Road hoarding featuring Khaseibah’s eyes overlooking traffic, alongside digital billboards, mupis and bridge banners highlighting specific driving behaviours. The campaign is further reinforced through social cutdowns and carousels.
The objective is to raise awareness of how individual behaviour impacts the wider road ecosystem, while encouraging more conscious and considerate driving habits over time.
The objective is to raise awareness of how individual behaviour impacts the wider road ecosystem, while encouraging more conscious and considerate driving habits over time.