Press Releases
22 Jul 2025
Expanding Joint Awareness Events with Private Sector to Support the Pedestrian Safety Programme
Dubai’s Roads and Transport Authority (RTA) has intensified outreach efforts since the start of 2025, engaging with property developers and construction contractors to deliver pedestrian safety awareness messages to tens of thousands of workers. The campaign focuses on educating workers about traffic safety rules and how to avoid run-over incidents.
Statistical studies conducted by the RTA revealed that crossing main roads from undesignated areas and misjudging vehicle speeds are among the leading causes of fatal run-over incidents. The studies indicated that Al Quoz and Nadd Hessa were among the areas recording the highest number of such cases, with two fatalities in each location. Other incidents occurred across various streets in Dubai.
RTA succeeded in reducing the pedestrian fatality rate in Dubai from 9.5 deaths per 100,000 population in 2007 to 0.35 deaths in 2024. This milestone reflects the success of the RTA and its partners in achieving the objectives of the Traffic Safety Strategy, which includes four key indicators, notably the fatal run-over incident rate. Other indicators cover the overall road fatality rate per 100,000 population and the fatality rate per 10,000 registered vehicles.
RTA develops systematic annual operational plans for awareness programmes and activities. These plans are categorised by age groups and are aligned with traffic indicators, statistical findings, RTA’s strategic goals related to health, safety, and security, as well as indicators of Dubai’s Traffic Safety Strategy.
As part of these efforts, RTA has expanded partnerships with the private sector in 2025 to support the "Pedestrian Safety Programme”. The initiative places particular focus on major property development and construction companies in Dubai, which employ tens of thousands of workers. The objective is to deliver targeted awareness messages to this group, helping to enhance pedestrian safety across the emirate.
RTA commended Emaar Properties for supporting the "Pedestrian Safety Programme” by providing customised giveaways printed with pedestrian safety instructions in three languages, alongside a link to an awareness video that highlights the importance of crossing streets only at designated locations. The joint initiative with Emaar aims to reach 20,000 workers in its first year, focusing on employees of construction companies involved in roads, bridges, and development projects under Emaar’s portfolio.
In 2024, RTA organised 24 awareness events for workers as part of the Pedestrian Safety Programme, benefiting over 12,500 workers. It also distributed multi-format awareness flyers at various locations across Dubai, including public bus stops, restaurants, cafés, and retail outlets near bus stops or workers' accommodations in areas such as Jebel Ali, Al Quoz, Al Muhaisnah, and Warsan. These materials feature pedestrian safety instructions printed in Arabic, English, and Urdu, along with visual illustrations and QR codes linking to educational videos that explain, in a simple and accessible way, the risks of crossing roads from undesignated areas.