A national youth-focused road safety campaign led by RACJ with FIA/FIA Foundation support. Grounded in behavioural research (826 respondents), it addressed distracted driving and speeding among young people. The campaign’s creative identity, “Not My Fault,” challenges denial and promotes accountability. Using digital storytelling, influencer training (18 participants), and community workshops with brand partners (Zain, Jordan Insurance), the initiative reached over 1 million people, generating 3.6 million views and 442,000 engagements within the first two months.