Roads and Transport Authority (RTA) / UAE / 2015Digital & Tech
Back Off Radio.
Dubai's RTA fitted taxis with sensors that warned tailgaters through their own car radios.
- Brand
- Roads and Transport Authority (RTA)
- Agency
- Geometry Global Dubai
- Market
- UAE
- Region
- GCC
- Year
- 2015
The challenge
Tailgating is a common and dangerous habit on Dubai's roads, and drivers ignore conventional warnings.
The idea
Sensors on the front and rear of Dubai taxis switched on above 60 kph. If a taxi drove too close to the car ahead, a safety message played through its own speakers. If a car tailgated the taxi, a message was sent to that car's radio, as long as it was tuned to an ARN network station. Messages ran in English, Arabic, Hindi and Urdu.
Case study source: Drive Arabia Source ↗
Awards
- Cannes Lions 2015Media LionsBronze
- Cannes Lions 2015Media LionsSilver
Credits
- Creative agency
- Geometry Global Dubai


