Riding the Sustainable Path Safely

Roads and Transport Authority - Dubai

The Roads and Transport Authority in Dubai launched an effective communications and public affairs campaign to boost “Riding the Sustainable Path Safely”. It highlights the most common breaches of regulations as part of a major awareness drive aimed at promoting responsible use of bicycles and e-scooters. The campaign encouraged the use of e-scooters and doubled the number of users to reach 1.97 million in 2023. It contributed towards reducing accidents and fatalities by 14% through creative and thought-provoking PR, well organized awareness engaging events, and an online platform that helped issue 25,000 obtained permits for riding e-scooters after attending awareness lectures.