RTA Share Your Light Ramadan Campaign
The RTA's "Share Your Light" campaign was a heartwarming initiative aimed at making a real difference. During Ramadan, RTA allocated a portion of public transport revenue to fund school buses for children across Asia, turning every ride on Dubai’s metro and buses into a child’s journey to school. Our creative direction focused on illustrating how every small action could spark a brighter future for someone in need, tying the concept of transportation to the journey of hope and opportunity.
Challenge & Solution
The challenge was to create a campaign that communicated the impact of a simple daily act—riding public transport—while inspiring empathy and action. Our solution was a visual and storytelling approach that used light as a metaphor for hope and progress. We designed captivating visuals, combining imagery of public transport with radiant beams of light leading to children's smiling faces and their aspirations. The message was clear: every ride illuminates a path to a better future.
Final Result
The "Share Your Light" campaign received overwhelming public support, with high engagement across digital platforms and a notable increase in public transport usage during the campaign period. It effectively combined social impact with a compelling narrative, showcasing RTA's commitment to community welfare and creating lasting goodwill among Dubai’s residents and visitors.
Results in Numbers
• 4M+ total campaign reach across all channels
• 580K+ social media impressions
• 32% social media engagement rate
• 45% increase in public transport ridership during Ramadan
• 50+ touchpoints across metro stations, buses, digital screens and social media
• 500+ school bus seats funded for children across Asia
Category:
Concept Development, Content Creation
Software:
Adobe Illustrator, Adobe Photoshop, Adobe After Effect
Service:
Content Creation
Client:
Roads and Transport Authority (RTA)
Date: