Suraya Foundation was formed after Suraya Akhter passed away in a reckless car crash in 2009. The foundation aims to reduce road accidents in the UAE by 32 deaths per 100,000, which is higher than the UK's rate of 4 deaths per 100,000. It launched the "Are You Reckless?" campaign featuring hard-hitting radio ads in three languages to promote safe driving. The campaign asks drivers about their habits and behavior. The foundation is seeking collaboration from ARN radio network to air the ads for three months to better measure the campaign's effectiveness and spread awareness. This would help the government tackle the major issue of road safety in the Gulf.