Dubai’s ‘Drive Like Your Mum Is In The Car’ Campaign Targets Risky Driving

Dubai has tried to fine people. It has tried to give warnings. Now, you’re trying to connect with your mother on a more personal level. “Drive Like Your Mum Is In The Car” is a new campaign from the Roads and Transport Authority and the Dubai Police. The idea is straightforward. When their mother is watching, most people drive better. So why not use that instinct?

Dubai’s ‘Drive Like Your Mom Is In The Car’ Campaign Is To Stop People From Driving Dangerously

This campaign doesn’t focus on the worst cases. No high-speed chases or crashes that are very dramatic. Instead, it focuses on everyday things like tailgating, sudden braking, driving while distracted, and changing lanes for no reason. Things that drivers do without thinking. They might look small on their own. They all slow down traffic, raise the risk, and make everyone on the road frustrated. The message is clear: addressing minor issues improves the overall situation.

Say Hello To ‘Khaseibah’, The Voice Of Reason

 

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A post shared by هيئة الطرق والمواصلات، دبي (@rta_dubai)

Khaseibah, a warm, motherly Emirati figure who instantly feels like a friend, is at the centre of the campaign. In the campaign’s main film, a young driver moves through everyday traffic. A reminder gently stops each risky move, like hearing your mum in the passenger seat.

It’s not loud or preachy. It’s not obvious. That’s what makes it work. The campaign, according to a press release, uses humour and emotion to get drivers to stop and think instead of just reacting to strict enforcement.

A Citywide Rollout You Can’t Miss

The campaign didn’t just stop overnight. It all started with short, funny messages on social media that Khaseibah held up. Imagine YouTube videos, radio ads with that familiar “motherly voice,” and big billboards on important roads like Sheikh Zayed Road. There are even signs on bridges and digital screens that remind people to drive safely.

Also Read: Dubai: Motorists Advised To Exercise Heavy Caution During Rainfall And Adhere To Traffic Rules

Why This Method Might Work

Something is changing here. The campaign doesn’t tell drivers what not to do; instead, it makes them think differently. It relies on personal accountability instead of the threat of fines. And to be honest, it makes sense.

People don’t always obey the rules. But they do respond to feelings, memories, and a voice they trust. If thinking about your mum in the car makes you slow down or look in your mirrors, that’s a win.

Cover Image Courtesy: CanvaPro/Sladic from Getty Images Signature