Dubai One hopes to improve road safety

Television station Dubai One has launched a public service awareness campaign that aims to reduce the number of road fatalities in the UAE.

The campaign, which is called Think!, has been devised by the channel in association with its advertising agency Impact BBDO.

It follows a renewed focus on road safety from the government of Dubai.

Najla Al Awadhi, Dubai One's general manager and deputy CEO of Dubai Media Incorporated, said: "We consider it as part of our responsibility to create awareness about issues that affect our daily life.

"With the Think! campaign, we are determined to educate people on safe driving. We have major traffic challenges in our city, with many drivers driving irresponsibly and putting the lives of people at risk. This is why we have taken this bold stance to tell people that if they speed, drive recklessly, or drink and drive, there will be serious consequences."

According to figures released by the Roads and Transport Authority, one person is killed on Dubai's roads every 30 hours.

In the first nine months of this year, there were 215 deaths on Dubai's roads.

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