Changing Lanes, Changing Lives
Challenge
The UAE’s high-speed highways saw lane-switching become the leading cause of accidents. Drivers wrongly believed the next lane was faster, a dangerous illusion. Traditional safety messages were ignored, and radio was seen as outdated. The challenge: how to deliver a safety message that cuts through, resonates across cultures, and sticks in the minds of drivers in real-time?
Highway Illusion: A Roadblock That Stuck
Solution
Bridgestone created Highway Illusion, a trilingual road safety earworm in English, Arabic, and Hindi. During UN Road Safety Week, it aired simultaneously on all major UAE radio stations during rush hour, turning every channel into a shared message: changing lanes doesn’t get you there faster. The synchronized broadcast made switching stations and lanes pointless. It sparked national conversation, reached 65% of the population, and achieved 92% recall.
Key Facts
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