ABSTRACT

This research focuses on the case of the Dubai Police's Safety Ambassadors Program (SAP) to examine its risk communication strategies. The data was gathered through focus groups with program participants, interviews with project managers, as well as an analysis of program communication tools. The acquired data are analyzed using thematic analysis to evaluate risk perception, cultural awareness, reciprocal engagement, and confidence building. The findings highlighted the usefulness of risk awareness in building certainty among young people and allowing them to make autonomous choices. The SAP utilized an array of interaction tactics involving appealing to fear, compassion, and autonomy to communicate about risks such as online harassment, addiction to drugs, and personal security. This research highlights the essential role of risk awareness in promoting public security and neighborhood well-being in policy initiatives.

Keywords: risk communication, Dubai, policing, community policing, focus group, case study.