One of the biggest causes of death in Qatar: road fatalities – many because the victim wasn't wearing a seatbelt. The reason for this comes down to faith. Many believe that wearing a seatbelt demonstrates lack of faith that God will protect them - if God wills they should die on the road, then Inshallah, that is God's will. In fact, a recent study found 92% surveyed thought car crash deaths were due to destiny.

Depicting real car accidents, used in road safety campaigns globally, would not work here. Instead of violence, we needed beauty, to help them rethink the place of taking precautions within God’s plans.

The Islamic pattern was chosen for its symbolic significance, its perfection and infinite repetition representing the sacred and divine. The campaign conveyed that while the seatbelt is not the ultimate Protector, it still plays a critical role as a means of protection.