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Don’t Terminate Your Life in “and” Accident

Don’t Terminate Your Life in “and” Accident

…is the name of RTA’s latest awareness campaign. Yes, that typo is in there originally. Catchy, isn’t it?


June 19, 2011 3:36 by

Kipp was perusing through WAM, the UAE’s official government news agency website when we read a story about the RTA’s new summer awareness programmes.

About time, thought Kipp–after the gridlock traffic that resulted throughout Sheikh Zayed road when a driver actually stopped his car on the highway to check his busted tire causing a terrible accident. So what exactly is the RTA doing?

Well Maitha bin Udai, CEO of RTA Traffic and Roads Agency told WAM “the traffic awareness programs for this summer will be busy with hectic activities and events lasting three months and focusing on raising the awareness of land travelers as well as students in public libraries and summer camps. Such programmes and events are timed with the plans set by the Ministry of Interior for the second quarter of this year launched under the theme: Don’t Terminate Your Life in and Accident.” [sic]

…wait a minute—is the theme of the campaign actually titled: “Don’t Terminate Your Life in and Accident”?

Ignoring the obvious typo on that one, Kipp just can’t get over just how blunt the caption is. Whatever happened to old time classics like “Speed Kills”?

OK, maybe we shouldn’t be such traditional grumps and accept that there is a place in the world of advertising for a statement like “Don’t Terminate Your Life in and Accident”—hey, if you keep saying it, you’ll start thinking that it has a catchy ring to it.

Anyway, we better start to get used to this new form of branding; Kipp guesses it won’t be long till we will be treated to the next campaign titled Don’t-change-your-tyre-in-the-middle-of-SheikhZayedRoad-because-you-could-cause-awful-gridlocked-traffic-that-will-frustrate-hundreds-of-people-who-drive-on-the-road.


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  1. Andrew on June 19, 2011 7:45 pm

    Abu Dhabi early 90s classic: “Belt your kids, they deserve it”.

    My father certainly agreed fervently with that one, turning around with a smirk on his face and a glint in his eye.

  2. Eva on June 20, 2011 6:53 am

    Yes, and while we all suddenly slow down to read all of that there will be a massive pile up.


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