Disconnect Before You Drive was a road safety awareness campaign created to spotlight the rising danger of taking video and voice calls while driving. In a post-pandemic culture where being “always online” became the norm, especially across the UAE and GCC, we used the familiar setting of an online meeting to mirror real behaviour on the road.

 

By turning a common workplace moment into a disruption, the campaign reframed distracted driving and encouraged drivers to disconnect from calls and reconnect with the road.