One of the world's safest cities. But does everyone know it? Watch as one woman proves it, live, at 3 AM
Safe at 3AM
A solo marathon at 3 AM. No escorts. No closed roads.
Client
- Department of Economy & Tourism
Office
- United Arab Emirates
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.
The insight that safety is best experienced, not just stated. The campaign sought to create a tangible and emotional demonstration of Dubai's safety for women.
A 42km solo marathon by a British female runner, Lily Collyer, streamed live on TikTok at 3 AM in Dubai, showcasing the city's safety in real-time.
The campaign led to a significant increase in positive sentiment and mentions regarding women's safety in Dubai. It also generated millions of impressions and sparked 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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