Abu Dhabi’s streets are set to get safer — and more financially forgiving. The Abu Dhabi Police, in collaboration with the Integrated Transport Centre (ITC), has rolled out the next phase of its “Initiate and Benefit” campaign, a citywide awareness initiative promoting traffic safety while offering flexible discounts on fines.

The campaign takes an innovative approach to reaching residents, using digital screens across more than 700 public buses in Abu Dhabi, Al Ain, and Al Dhafra, along with 100 taxis featuring rooftop displays and another 370 equipped with interior video screens. The goal is simple: make road safety messages impossible to miss for both passengers and drivers.

According to senior officials, this initiative underscores the police’s ongoing efforts to strengthen public awareness through creative, technology-driven communication tools. It also highlights the emirate’s broader commitment to enhancing everyday life through smarter, safer mobility.

“The program reflects Abu Dhabi Police’s continuous drive to promote positive behaviour on the roads while supporting the emirate’s digital transformation,” said Brigadier Mahmoud Yousef Al Baloushi, Director of the Traffic and Security Patrols Directorate.

Under the “Initiate and Benefit” scheme, motorists can receive a 35% discount on traffic fines if paid within 60 days from the date of violation, or 25% if paid between 60 days and one year. These discounts apply to most violations, excluding high-risk offences.

To make payments easier, the initiative allows residents to settle fines through multiple digital platforms — including the Abu Dhabi Police app, the TAMM portal, and customer happiness centers — ensuring accessibility across all user preferences.

Colonel Mohammed Salem Al Khateri, Deputy Director of the Traffic Fines Collection Department, added that the campaign not only informs drivers about payment flexibility but also encourages early settlement through convenient instalment plans. These services are available in collaboration with major banks such as First Abu Dhabi Bank, Abu Dhabi Commercial Bank, Mashreq Islamic Bank, Abu Dhabi Islamic Bank, and Emirates Islamic Bank.

Beyond the discounts, the wider aim of the program is to foster a culture of compliance and responsibility on the roads. By integrating awareness messages into everyday commuting routes, Abu Dhabi Police hopes to remind drivers that safe habits save more than just money — they save lives.

Through this initiative, Abu Dhabi continues to position itself as a global model in traffic safety, digital efficiency, and public engagement — reinforcing that progress begins with every driver choosing to do the right thing.