Gold 2015
Back Off Radio
Single Media Company Activation
Category: Single Media Company Activation
Client: Road and Transport Authority (RTA)
Brand Name: Roads and transport Authority (RTA)
Lead Agency: Geometry Global
Ben Knight, ECD,
Logan Allanson, ACD,
Michael Widgery, Art Director and Copywriter,
Kate Bevan, Client servicing,
Sophie Wordley, PR
Credits
Dubai Police recorded over 43,200 accidents caused by tailgating in 2014. With over 30% involving taxis, we worked with the RTA to deliver a solution.
We invented ‘Back Off Radio’ a device that interrupts radio frequencies in car radio systems and delivers a safety message to offending drivers. Partnering with ARN Radio network we installed the devices into the front and rear of taxis.
The initiative had over 360million media impressions, and for the first time in 4 years there has been a reduction in tailgating related accidents by 14.8%.