100 Meters Blind
Over 27 thousand distracted driving violations have been recorded in the UAE in the first half of 2021 alone. Despite the dangers, teens continue to drive carelessly, resulting in life-changing injuries or death. What's even more shocking are the reports by driving instructors in the UAE revealing an alarming number of students undergoing test drills and lessons while checking their social media feeds.
Studies have shown that reading just one text message while driving at 70km an hour equates to travelling 100 meters completely blind. So, we created a never-seen-before driving test to spread awareness on the dangers of distracted driving.
To drive the message home, we left students with a story that would change their lives as much as it changed its owner's. The 100-Meter stories took our students through the horrors Muhammed faced on his way to Abu Dhabi airport. Suffering brain damage, memory loss and partial paralysis, Muhammed revealed how a few seconds of looking at his phone rendered him unconscious for two months and abolished his dream of becoming a pilot.
The 100 Meters Blind Test is being used in driving schools across the UAE, saving lives 100 meters at a time.
Winners will be announced in May, 2022.
