In line with the General Directorate of Traffic’s mission to reduce road accidents and
improve vehicle transportation, a new traffic law was set to be introduced. Our task was
to communicate the new regulations, the reasons for the changes, and to induce
behavioural changes amongst vehicle users across the country
Between 1990 and 2010, the leading cause of fatalities in Bahrain was road accidents and injuries. We had to develop and implement an innovative multi-faceted national campaign to educate all segments of the population - in multiple languages and with respect to accessibility requirements - of the need to follow the new laws and adopt better practices, and to take the time to Rethink.
Our communications strategy encouraged good behaviour and discouraged less desirable practices through multimedia outputs across print, digital, video, events, social and PR. We coordinated meetings with companies and organisations and even recommended school visits given our audiences were not only the drivers of today, but also those of tomorrow.
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