4E Road Safety and Transport Consultants delivered specialist training for Dubai’s Roads and Transport Authority (RTA) built around the RTA Traffic Awareness Campaigns Manual, a manual 4E itself developed in coordination with the RTA, giving RTA and Dubai Police staff the practical skills to apply its guidance from initial campaign planning through to post-campaign evaluation. Having authored the manual, 4E was well placed to design training that reflected its content precisely, with the challenge being to make dense technical guidance accessible to staff from two organisations working in different but complementary roles on the same campaigns. Phil Clarke, Technical Director and Co-founder of 4E, delivered two three-day courses to a combined 24 RTA and Dubai Police staff, covering campaign planning and design, publicity and messaging strategy, development of materials for vulnerable road users, and methods for evaluating campaign effectiveness, with mixed sessions ensuring both organisations built a shared understanding of the manual critical for consistent delivery across teams. The programme left 24 staff equipped to apply the manual confidently in their day-to-day work, reflecting 4E’s view that road safety communication works best when it is consistent, evidence-based, and properly evaluated, giving both organisations a shared, effective framework for future campaigns.
RTA Traffic Awareness Campaigns Manual Training
