The Government of Dubai RTA campaign sends a very important message to every driver in the world, not just to the ones in its own city. As stated in the tag line, "The road is no place to socialize." By being on smartphones and social media sites such as Facebook and Twitter, people risk endangering themselves and everyone around them through unnecessary distraction.
Conceived and executed by Livingroom, an ad agency based in the United Arab Emirates, the Government of Dubai RTA campaign is fun and simple. It depicts the classic mascots of social media sites in a sad but safe situation. They have been muzzled in order to ensure that people are free from distraction when on the road.
The Government of Dubai RTA campaign was illustrated by Fil Dunsky.
What's Driving This Trend
- Driver Safety Campaigns
- Creating visual campaigns to warn against driver distraction by targeting social media and mobile phone use while driving presents an opportunity for digital disruption in the transportation sector.
- Muted Mascot Marketing
- Using well-known social media mascots in advertising campaigns presents an opportunity for disruptive innovation in the digital marketing industry.
- Anti-digital Distraction Technology
- The need to address the issue of driver distraction presents an opportunity for technology companies to develop innovative solutions to combat the temptation of social media and mobile phone use for drivers on the road.
Who This Affects Most
- Transportation
- The use of social media and mobile phones while driving threatens road safety and presents an opportunity for the transportation industry to take a more proactive approach to promoting responsible driving.
- Advertising
- By using familiar mascots from social media platforms in ads related to road safety, the advertising industry has an opportunity to create more impactful and memorable campaigns that resonate with audiences.
- Technology
- The issue of driver distraction presents an opportunity for technology companies to create solutions that encourage safe driving and minimize the temptation to use social media or mobile phones while driving.
