UAE has one of the highest rates of road deaths in the world. As part of its road safety
initiative, the Salama Emirates Foundation wanted to communicate the hazard of not wearing a seatbelt.
We created an interactive magazine ad. A paper flap was designed as a seatbelt and fixed over a
passenger. When this flap was lifted, it revealed the injury that could result when you didn’t wear
a seatbelt, along with the persuasive claim: “Not wearing a seatbelt can increase the risk of fatality
in an accident by 70%”.
This magazine ad was an integral part of the Salama Road Safety campaign and ran in
magazines for a period of one month. This campaign effectively brought down road
accident deaths remarkably making the roads in the UAE a safer place.