The campaign is conceived by the International Association for Human Values (IAHV) with the support of Gargash Enterprises, Dubai Police, the Roads & Transport Authority (RTA), Dubai Municipality, organisers of the Dubai Shopping Festival and ace rally champion Mohammad Bin Sulayem, President of the UAE Automobile and Touring Club.

"Cultural diversity is one of the main reasons behind the increasing fatalities on Dubai roads," said Brigadier Mohammad Saeed Al Merri, Deputy Director of Community Service Department of Dubai Police.

"There is a kind of carelessness that we want to take out by creating a cultural communication between motorists," he said at the launch of a nine-month long road safety campaign under the slogan, It's cool to be safe.

The campaign's logo shows a victory sign inside a road sign, an internationally recognised symbol for road safety. Source: Gulfnews 07/11/2006

What the sign actually shows is someone giving the fingers to other road users. Id like to thank IAHV for their thourough research into hand gestures, from now on I shall proudly show the fingers to everone on the road who I think deservs it.