Freedom Pizza: Driver Safety

Freedom Pizza is one of the most popular pizza companies in the UAE. They are also a mission to promote a strong safety culture amongst their delivery drivers and the public at large. Recently, they’ve launched what they proudly call Safety Delivered, a powerful initiative that’s driving this mission forward, tapping into people’s mind-sets and behaviour on and off the roads. Freedom Pizza employs 125 delivery drivers, many of them expats who are working hard to support their families, and provide a better future for their children. Being the sole provider for a family back home can put pressure on the drivers to deliver fast, with speed often taking priority over road safety. This triggered the very essence of the safety message, giving the mission the heart it needs to spread. Agency: Saatchi & Saatchi Dubai.