Etihad Rail, the developer and operator of the UAE’s national railway network, has launched a nationwide rail safety campaign, marking a significant step in preparation for the introduction of passenger services across the country. The campaign aims to raise awareness of safe behaviour around railway infrastructure, and will be delivered through a multi-channel approach, including broadcast, digital, and community engagement initiatives, reaching audiences across all emirates. The campaign will play a critical role in ensuring that communities, road users, and future passengers understand how to interact safely with the railway environment. 'Safety is care' The campaign is grounded in a clear strategic principle: safety is not a standalone message, but a long-term cultural commitment. At the heart of the campaign is a simple but powerful positioning: safety is care.…