Campaign: Back Off Radio

WPP company(s):
Geometry Global Dubai
Dubai Roads and Transport Authority


Geometry Global Dubai partnered with Dubai’s Roads and Transport Authority to tackle the issue of tailgating, one of the major causes of road traffic accidents in the UAE. Special devices were fitted to taxis so that when another driver gets too close or the taxi drives too near the car in front, a warning message plays directly through the offending vehicle’s radio reminding drivers of the dangers of tailgating.

Results & Awards:

  • Tailgating incidents fell on average by 14.8% in the first quarter of 2015
  • 416m media impressions, generating over $1m of earned media spend
  • Cannes Lions 2015: 1 Silver, 1 Bronze
  • Effie Awards 2015: 2 Golds
  • Clio Awards 2015: 2 Silvers
  • Loerie Awards 2015: 1 Gold, 2 Silvers
Back Off Radio