100 Meters Blind
MullenLowe MENA FZ
Authorities in the UAE have recorded over 27 thousand distracted driving violations in the first half of 2021. And with speed limits reaching well over 120 km/h, motorists using their phones while driving sustain lifelong injuries or lose their lives altogether. The problem is quite prominent among teens, with many driving carelessly unbothered by the consequences. 100 Meters Blind test was introduced to UAE driving students as part of Belhasa Driving Shool’s, one of the largest driving schools in the UAE, efforts to promote road safety. With a slight technological modification, we turned Belhasa Driving Center’s learner car into a powerful medium to communicate the dangers of distracted driving. A unique glass technology was installed to the car’s windshield and side windows, allowing the driving instructor to turn all windows opaque at the flick of a switch. The 100 Meters Blind Test demonstrated the dangers of distracted driving in an unprecedented, albeit poignant way–students were required to drive 100 meters without being able to see. To add more punch to the campaign, we invited a real distracted driving victim to walk our students through the 100 meters that changed his life forever.