KUWAIT: Zain announced a new collaboration with the Ministry of Interior, represented by the General Directorate of Traffic, to launch a brand-new television production, coinciding with the 38th Unified GCC Traffic Week under the theme Driving Without a Phone, and in line with the upcoming implementation of the new traffic law starting from 22 April 2025.

The TVC was unveiled during the opening ceremony of the 38th Unified GCC Traffic Week and its accompanying exhibition, held at the Waldorf Astoria Hotel and the Avenues Mall, under the patronage and presence of the Undersecretary of the Ministry of Interior, Lieutenant General Sheikh Salem Al-Nawaf, with the attendance of Assistant Undersecretary for Traffic and Operations Affairs, Major General Yousef Al-Khadda, Zain Kuwait’s Chief Corporate Affairs and Relations Officer, Waleed Al-Khashti, senior security leaders from the General Directorate of Traffic, and representatives of partners and sponsors.

This collaboration reflects the ongoing strategic partnership between Zain and the Ministry of Interior over the past years, which has resulted in many joint efforts and initiatives to raise public awareness around important security topics, including traffic safety and road security. The television production, titled Salute to the Police Officer, aims to raise awareness about the new traffic law, which introduces several amendments designed to enhance road safety, strengthen adherence to traffic regulations, and protect road users. The production stars a group of Kuwaiti children expressing their admiration and respect for Ministry of Interior officers through various interactive scenes on the road, in the operations room, and beyond.

Al-Nawaf and Al-Khadda honor Al-Khashti in recognition of Zain’s support.

The TVC specifically targets the next generation of road users, while key amendments to the new traffic law are displayed on-screen to inform adult viewers. The production features lyrics by Ahmed Al-Sharqawi, music by Abdullah Al-Shatti, and is produced by Joy Productions. Zain’s participation stems from its ongoing commitment to collaborating with various governmental bodies, including the Ministry of Interior, in adopting initiatives and projects that serve all segments of the community, contribute to the nation’s progress and prosperity, and support the country’s development goals.

The exhibition accompanying the ceremony aimed to promote awareness of the key amendments in the new traffic law, scheduled for implementation on 22 April 2025, raising awareness among visitors—particularly young people and parents—of the importance of adhering to these regulations to ensure the safety and security of all road users. The exhibition also featured many interactive activities and awareness initiatives to deliver its message in a creative way.

The 38th Unified GCC Traffic Week seeks to spread traffic awareness, promote a culture of compliance with road regulations, and protect lives and property, while embedding safe driving behaviors within GCC communities. It also represents an important opportunity to strengthen cooperation between security authorities and community institutions, helping to reduce traffic accidents and foster a safer, more disciplined traffic environment. As one of the nation’s major economic entities, Zain consistently aligns with the state’s social, economic, and security development strategies. The company also expressed pride in being among the first organizations to collaborate with the Ministry of Interior in supporting this initiative, which it hopes will help save lives.