my company does road safety, and from the conversation i had with our guy whose now in dubai was that it need to be grass roots, need to get into schools and also the mosques. Also work is needed to educate the expatriate central asians as like muslim arabs have the same "inshallah" gods will attitude as to wether your going to die in a car crash. I remember when working in Bahrain an indian foreman saying "if big man want to take me, then so be it" with a wry smile i said "well dont want to make it easy for him!"

There seems to be absolutly no appreciation of how dangerous cars are, and in middle east where the driving etiquette is minimal the risks are even greater.