Safety Delivered > Social Awareness

SPECIAL USE OF MEDIA | BRAND INITIATIVE

FREEDOM PIZZA: SAFETY DELIVERED

Delivery bike drivers in Dubai are known to be reckless — having a quota of up to 40 deliveries a day overshadows safety and puts their lives at risk. We turned a vital piece of equipment designed to protect into a reminder to stay safe on the road.

Every helmet carried two reminders: one for everyone on the road, with a message on the back reminding them that riders have families of their own, and one for the rider, with a photo of the people waiting for them at home.