Volkswagen Digital Signage Makes UAE Roads Safer


Apparently, the United Arab Emirates has a problem with drivers adhering to the rules of the road. In particular, a majority of motorists tend to disregard zebra crossings and other forms of traditional static signage that are in place to ensure safety. Over time, this trend has resulted in an alarming number of traffic accidents concerning pedestrians. In fact, 20 percent of all road accidents in the UAE involve citizens on foot, and many of those accidents have fatal consequences. This pattern obviously created a need for a better system, and Volkswagen (along with project partner Soho Square) responded to that need.

The result of this collaboration is “The Human Crossing”—a kind of digital sign and checkpoint that increases safety by drawing attention as well as displaying the name of whomever is venturing from one side of the street to the other. The idea behind all this is that knowing a pedestrian’s name adds identity to an otherwise anonymous face and demands that drivers exercise caution. As the video below illustrates, Volkswagen distributed 2,000 RFID tags to UAE kids that lived near their schools in key locations and walked to class every day. Motion-tracking technology then made it possible for these children’s names to be prominently displayed as they entered a crosswalk.

Guess what happened next. People stopped, and digital signage saved the day.

About Author

Jason is a screenwriter, filmmaker, multimedia journalist and editor of After film school, he attended USF to graduate with a journalism degree. Since then, Kushner has shot video and written for a myriad of publications and multimedia projects including Creative Loafing Tampa, and His 2009 documentary American Colonies: Collapse of the Bee explored the phenomenon of Colony Collapse Disorder in honeybees and the various environmental/economic repercussions. The film became an Official Selection at 12 international film festivals, won Best Documentary at the 2009 Central Florida Film Festival and a John Muir Gold Award at the 2009 Yosemite Film Festival. In 2015, he became editor of at Exponation in Atlanta where he puts his combination of media skills to good use.

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