UAE: Etihad Rail has launched a nationwide safety campaign as the country prepares to introduce passenger train services in 2026.
The campaign aims to teach residents, road users, students, communities, and future passengers how to act safely near railway areas. It will be shared through broadcast media, digital platforms, public spaces, schools, and community activities across all emirates.
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Safety Message Comes Before the First Ride
Etihad Rail said the campaign is part of the preparation for passenger services across the UAE. The company wants the public to understand how to move, wait, cross, and behave around railway infrastructure before trains begin carrying passengers.
The message is not only about rules. Etihad Rail is also focusing on behavior. The company said many risks happen not because people want to break safety rules, but because they are distracted, rushing, or used to daily routines.
For example, a person may cross without looking carefully. A driver may ignore a safety sign. A child may go near a restricted rail area out of curiosity. These small actions can become dangerous near a railway.
‘Safety Is Care’ Becomes Main Campaign Idea
The campaign’s main idea is simple: safety is care.
Etihad Rail wants people to see safety as a shared duty. This means passengers, families, drivers, workers, schools, and communities all have a role in keeping the rail network safe.
Instead of using only warning-heavy messages, the campaign will use calm, clear, and human reminders. These messages will show real-life situations that people can easily understand.
The goal is to make safe behavior feel natural over time.
Passenger Services to Start in Phases
Passenger rail services are expected to begin in 2026 through a planned, phased approach.
Azza Al Suwaidi, Deputy CEO of Etihad Rail Mobility, said safety is central to Etihad Rail’s work. She said the campaign is about building awareness, care, and shared responsibility as the UAE prepares for passenger services.
She also said the phased launch is designed to make sure every journey meets standards for safety, reliability, and comfort from the start.
Schools and Communities Will Be Included
Etihad Rail will also engage schools, local communities, and key stakeholders as part of the campaign. This is important because railway safety needs public understanding, especially in a country where passenger rail is new for many residents.
The company has also released sample advertising visuals showing everyday passenger moments and shared spaces.
As the UAE moves closer to passenger rail services, Etihad Rail said safety will remain its top priority in every stage of the network’s development and operation.
