Campaign Messages

• Human and social dimension: The campaign highlighted the daily struggles of drivers, their experiences with unregulated work, and the importance of moving toward a safer and more organized environment.
• Real-life testimonials: It included personal stories from licensed drivers, which added credibility and strengthened the campaign’s persuasive message.
• Community partnership: The message was that drivers are not just service providers, but partners in the journey, in trust, and in the transition toward a safer future.
• Simple and relatable language: Instead of relying on formal and technical terms, the campaign used accessible language that resonates directly with the community.

 Key Awareness Themes

1. Safety first: Using licensed applications ensures the safety of both passengers and drivers.
2. Market regulation: Reducing chaos and random practices caused by unlicensed operators.
3. Better customer experience: Establishing clear standards that guarantee safety, comfort, and reliability.
4. Driver protection: Providing a regulated work environment, stable income, and recognition of drivers’ professional rights.

Social Impact

The campaign emphasized that change is not only the responsibility of the Ministry or legislation, but also depends on the awareness and decisions of both users and drivers. Choosing a licensed app is a personal choice that “makes a difference” for everyone—passengers, drivers, and society as a whole.

Conclusion

The “It Makes a Difference” campaign was not just a media exercise, but a call for a broader cultural shift—from randomness to regulation, from chaos to safety. It represents a step forward toward a safer and more trusted future, built on mutual confidence between drivers and passengers, and on a well-organized, licensed transport sector that supports Oman’s digital transformation.