Etihad Rail, the developer and operator of the UAE’s national railway network, has launched a campaign to raise awareness of safe behaviour around railway infrastructure across the country.
The campaign marks what the organisation describes as a step in preparation for the introduction of passenger services, which are due to begin in 2026 through a phased approach.
The campaign will be delivered across broadcast, digital, and community platforms, reaching audiences in all Emirates. It will also support engagement with schools, local communities, and stakeholders as the network expands.
Etihad Rail safety campaign: What UAE residents need to know before trains arrive in 2026
Indicative advertising visuals have been released as part of the rollout, depicting passenger scenarios and interactions within shared spaces.
The imagery is intended to translate safety messages into moments that encourage awareness and reinforce behaviour among road users, communities, and future passengers.
Rather than relying on instruction-led communications, Etihad Rail has adopted what it calls a behavioural approach, grounded in the principle that safety risks arise not from intent but from inattention or routine.
The campaign is anchored around the positioning that “safety is care” – framing responsibility as something shared between individuals, communities, and the wider system.
“Safety sits at the heart of everything we do at Etihad Rail. As we prepare to introduce passenger services across the UAE, it is essential that we build awareness and understanding of how to engage safely with the railway. This campaign is about building a culture of care and shared responsibility, ensuring that our communities, our passengers, and our employees all play a role in maintaining the highest safety standards. This year, we will be introducing passenger services through a carefully planned, phased approach, designed to ensure that every journey meets our expectations for safety, reliability, and comfort from the very beginning,” Adhraa Almansoori, Director of Public Policy and Sustainability at Etihad Rail said in a statement.
Etihad Rail states that its network has been developed in line with international best practices, incorporating signalling systems, operational protocols, and monitoring across the UAE. Rail is recognised internationally as one of the safest modes of transport, supported by decades of data and investment in infrastructure and technology.
The organisation has said safety will remain its priority across every phase of the network’s development and operation as it moves towards the introduction of passenger services.
