For many years, car manufacturers have searched for ways to make their cars safer, adding more and more innovations each year. All of which has little to no impact on driver behaviour. But when it comes to road accidents globally, over 270,000 deaths each year are pedestrians. Pedestrian safety is a serious issue, particularly in the UAE where 20% of all road accidents involve pedestrians.
Volkswagen wanted to build their brand image by making the roads a safer place for both drivers and pedestrians, so what we needed was an idea that changed the approach to road safety entirely. We to decided to change the game and become the first automotive brand to think outside the car. We partnered with the local government to find a new and innovative way to make our roads a safer place for everyone that influenced people’s behaviour instead of changing the car itself.