Dubai Launches ‘Drive Like Your Mum Is In The Car’ Campaign

The Roads and Transport Authority, in collaboration with Dubai Police, has launched the ‘Drive Like Your Mum Is In The Car’ road safety campaign in Dubai. The initiative targets everyday driving behaviors such as tailgating, sudden braking, distracted driving and unnecessary lane changes, focusing on habits that cumulatively affect road safety and traffic flow.
Rather than relying on enforcement-led messaging, the campaign adopts a behavioral approach, encouraging drivers to act as if their mother were present in the car. It centers on Khaseibah, an Emirati personality featured in the campaign’s main film, which follows a young driver whose risky decisions are checked by reminders and an imagined maternal voice.
The authority said the campaign aims to highlight how routine driving habits contribute to overall safety and efficiency on the roads, while encouraging a greater sense of personal responsibility among drivers.
The rollout began with a four-day teaser campaign on social media, followed by a full launch across digital platforms, including a hero film, radio segments featuring a motherly voice, and outdoor advertising across the city. Outdoor placements include signage along Sheikh Zayed Road, alongside digital billboards and bridge banners highlighting specific unsafe behaviours.