Dubai uses emojis to slow down drivers near schools

Dubai is using emojis to try to slow down drivers passing through school zones in Dubai. Electronic signs which not only display a motorist's speed but also expressive emoticons have been put up close to schools in five areas of Dubai in a trial project which will be expanded by the Roads & Transport Authority (RTA).

Maitha Bin Adai, CEO of RTA Traffic and Roads Agency, said phase 1 of the project was commissioned in Muhaisnah 1, Al Mazhar, Al Wasl, Al Garhoud and Al Safa.

Phase 2 will include other areas based on the type of the road, the number of schools therein, and the number of speeding tickets issued.

Areas selected in phase 1 had previously witnessed over-speeding cases in recent months, and therefore smart speed limit signs displaying 40kph were installed on streets surrounding schools zones.

"Exceeding the speed limit, even by a small margin, may cause run-over accidents and injuries among students,” said Bin Adai.

The smart signs are devices equipped with digital screens capable of capturing and showing the driving speed as the vehicle passes through a school's zone, along with emojis that depict the driver's mental state while driving.

A smiling face indicates the driver is compliant with the prescribed speed limit while the frowning face means the driver has exceeded the speed limit. The smart signs display either tribute remarks, alerts or warnings indicating to drivers the speed limit allowed.

"Such a customised message gives the driver a personalised impression that he/she is personally meant by that message, thus creates a direct and intended impact on the driver,” said Bin Adai.

Read more: http://www.arabianbusiness.com/industries/transport/378686-dubai-uses-emojis-to-slow-down-drivers-near-schools