Media: Outdoor
Client: Freedom Pizza
Campaign: #SafetyDelivered initiative
Agency: Saatchi & Saatchi Dubai
Executive Creative Director: Richard Copping
Freedom Pizza’s founder and CEO: Ian Ohan
Founder of Road SafetyUAE.com: Thomas Edelmann
Freedom Pizza and Saatchi & Saatchi Dubai encourage road
safety with #SafetyDelivered initiative
Freedom Pizza – one of the most popular pizza companies in the UAE - is on 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.
“As a mission focused company, we are ethically and morally bound to ensure that our drivers
have high-quality safety gear, new and well maintained delivery bikes, are provided with both
medical and workmen's compensation insurances and receive driver safety training.” Freedom
Pizza’s founder and CEO, Ian Ohan, feels passionately about this mission and the drivers’
safety. Ohan continues, “We have taken this one step further with our Safety Delivered
initiative—we want to remind our drivers that no delivery is more important than their own
personal safety or the safety of anyone else on the road. We also invite the public to consider
the importance of this and be mindful of delivery drivers on the roads.”
Freedom Pizza worked with Saatchi & Saatchi Dubai to articulate their vision for driver safety.
Richard Copping, Executive Creative Director at the global agency said, “We thought Freedom
Pizza’s mission was important and we created a cultural platform for them to communicate this
to influence the behaviour of delivery drivers and the general public for good.”
Freedom Pizza interviewed each one of their delivery drivers, to discover why they were doing
the job, and who were the most important people in their lives. The result was a road safety
message inspired by family: each driver’s helmet was decorated with a photo of someone they
loved; a son, daughter, mother, father or wife. This visual reminder promotes road safety
when the rider thinks of the loved one they’re providing for, and also promotes road safety in
other road users who see the message on the Freedom Pizza helmets