Dubai: For the four million residents of Dubai and many more millions of the city’s floating population, the integrated addressing system comes across as something new.
Though most of the streets still follow the old numbered system, there are at least 500 streets that bear the new names, while around seven sectors are also covered by the new directional signage.
With every new initiative that affects the public there needs to be a sound awareness programme to familiarise people with the nitty-gritty as well as its benefits. So, what is the Roads and Transport Authority (RTA) doing to create awareness among motorists and residents?
“To ensure success of the new system it was visualised that the components of the new signage system and various elements that are built within it need to be explained to both the motoring and non-motoring population among residents as well as tourists. A massive education and awareness campaign explaining the intricacies of the new system is being planned in the coming months to enable all targeted groups to understand the system and use it prior to their trip making for easy manoeuvring on the road network,” said Maitha Bin Udai, CEO of RTA’s Traffic and Roads Agency.
The campaign plans to reach out to most drivers in the city through various mediums, including print media, advertisements, radio as well as through social media.
“We are planning to design and print 100,000 folders to explain the features of the project to the public. We are also printing 200,000 copies of maps showing areas where the new system is in place already. The maps will be distributed free in these areas,” she explained.
She said newspaper, radio and television advertisements are already being published and broadcast and will continue to do so with information updated every six months.
The advertisements will explain important points in the new addressing system such as geographic trends, colour codes, signs, exits numbers, directional signage and road numbers.
RTA is also producing illustrative animation films and distributing them through social media and cinemas.
She also noted that all of RTA’s mobile applications and e-maps, including the Wojhati journey planner, will be constantly updated with the new signs and road names, while the taxi navigation system is being linked to GIS coordinates.
“Our idea is that all road users understand the components of the new addressing system and continually get up-to-date information about the new system by following the newspapers, brochures, flyers that are distributed at Metro stations, bus stops and RTA customer service centres,” she said.
Though she admitted that it takes time for people to get used to every new system, she urged residents to make use of the information available and make an effort to understand the system.
