RTA - Back Off Radio

Back Off Radio is a multiple award winning campaign to reduce Tailgating in the UAE and improve Taxi Driver behaviour.

Tailgating is a global problem but in the UAE it is the No.1 cause for accidents and road deaths. Together with the Roads and Transport Authority, we created a device that warns offending drivers through their radio.

The campaign saw a reduction in tailgating incidents by 14.8% during the campaign and it was picked up by global news channels.

The campaign won Gold, Silver and Bronze awards across Dubai Lynx, MENA Effies, Cannes Lions, D&AD, One Show and CLIO.