Dubai Police target speedsters

Speed kills. Dubai Police scrolls this message for you. The medium used this time is the new scrolling billboards. The aim is to get the message directly across to motorists. No frills, no hoopla.

An actual wrecked vehicle atop the scrolling billboard is carried around the city especially at locations that see traffic congestion. The only thing missing is a dummy dead body and blood patches.

You pause a while and think, "that could be me". The impact is immediate.

"We have tried many things in the past to get the message through to the motorists. Unfortunately, it did not yield the desired results. Here we are giving our message in an innovative package. As the saying goes, you entertain while you educate," said Maj. Ahmed Al Hajri, Head of the Security Awareness Unit at Dubai Police.

According to 2001 statistics, an average of one person was killed every 48 hours on Dubai roads and one person was hurt every four hours.