RTA- Roads and Transport Authority of Dubai: PAPER CAR

We built a paper car to show people how fragile their cars are at high-speeds. The message on it was very clear 'At 100 kmph, your car is only as strong as paper.' We drove the paper car down the city's main highway during the evening peak hours. It also went to the busiest malls, universities and the neighbourhoods in Dubai campaigning relentlessly for one of Dubai's biggest pubic safety concerns speeding. Thousands put their signatures on the car and pledged to reduce their speed. Over a million others rallied around it on social media. 4 national and 3 regional dailies ran the story. The paper car succeeded in bringing about a positive change in road safety. Today, speeding casualties have dropped to 7% and accidents are down by 10%.Agency Saatchi & Saatchi Dubai