Dubai is consistently ranked as one of the world's safest cities (third, according to Numbeo's 2025 study). However, in many Western countries, particularly among women, the city's safety isn't fully understood. This perception gap, influenced by cultural differences or limited awareness, called for a bold and relatable approach. Rather than presenting safety as a statistic, what if we brought it to life as a tangible and emotional experience?
Safe at 3AM
A solo marathon at 3AM. No escorts. No closed roads.
Kunde
- Department of Economy & Tourism
Standorte
- United Arab Emirates
Dubai is one of the world's safest cities. But does everyone know it? Watch as one woman proves it live at 3AM.
Influenced by cultural differences or limited awareness in many Western countries, particularly among women, a perception gap exists about Dubai's safety. Rather than presenting the issue as a statistic, what if we brought it to life as a tangible and emotional experience?
Safety is best experienced, not just stated. The "Safe at 3AM" campaign sought to create a tangible and emotional demonstration of Dubai's safety for women.
To demonstrate Dubai's safety, we collaborated with Lily Collyer, a Dubai-based personal trainer and running influencer. She look on a bola challenge – a 42-Kilometer solo maraton at 3AM, no closed roads, no securiry escorts. From alleys to side streets, Lily streamed her entire run on TikTok Live as proof of concept, with thousands tuning in across Europe, showing women that traveling to Dubai is nothing to worry about.
Lily's 5-hour marathon livestream led to a 321% increase in positive sentiment regarding women's safety in Dubai and a 217% rise in mentions on the topic. Additionally, it garnered 5.2 million impressions and 341,000 live viewers, with significant viewership from Europe. The story quickly gained traction, spreading across media outlets and sparking widespread discussions about safety and empowerment.
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Awards
Dubai Lynx 2025
Social Behaviour & Cultural Insight
GOLD
Dubai Lynx 2025
PR
Gold
Dubai Lynx 2025
Excellence in Brand Experience
Bronze
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