In Saudi Arabia, the online food delivery market has quickly established itself as an essential part of the Saudi daily lifestyle with 18 Million active users.

However, in a category whose main competitive edge is the speed of delivery, consumers have got into the habit of following up on their orders and hammering delivery riders with calls and texts, leading to an added pressure on the riders to throw caution to the wind and rush to make their deliveries leading to 22 deaths and 253 injuries involving delivery drivers in 2022 alone.

With Ramadan at the doorstep, where online delivery and charity donations are at an all-time high, HungerStation the #1 delivery application in KSA, that promises to be "the one station for all daily needs in a flash" decided to raise awareness on the pressure faced by drivers everywhere as part of their CSR and road safety program.

Because you can’t put a price to life, we swapped the existing “Tipping with Money” function within the app for “Tipping with Time”. A simple modification on the HungerStation application that can trigger behavioural change towards rider safety and encourage our 2Mil active customers to give their riders extra time easing their anxiety and enabling them to deliver effectively while driving safely.

While consumers hammering delivery riders is constant through out the year, However during Ramadan things can get a bit more overwhelming.

The country starts witnessesing higher traffic congestions and accidents especially during the Iftar rush hour, along with a drastically higher food delivery drivers on the road due to a higher demand pre and post Iftar hours, making Ramadan the perfect opportunity to raise awareness on the anxieties and risks delivery drivers undergo.

Known to be the month of giving, as the general public gets more charitable with financial contributions to the less fortunate, HungerStations users get into the habit of tipping drivers once they complete the delivery on the application itself. So in order to raise awareness on the anxieties and risks delivery drivers undergo we decided to hijack people's giving spirit and asking them to forgo the usual financial tipping/donation and donate something way more valuable, Time.

On the first day of Ramadan and before peak ordering time, we triggered our initiative through blast notification on our application quickly reaching HungerStation's 2Million active daily users, informing them not to tip with money this Ramadan, but focus on saving their lives instead and tip them with valuable time.

And to make sure our message doesn't get ignored we reminded every user still waiting for their delivery to tip their riders with time and allow him to drive safely and deliver more effectively.

With every tip, riders received a notification that showed the extra time they had to deliver, letting them ride safely and peacefully.

Throughout the month of Ramadan, we supported the campaign on our social media platforms through educational posts and driver testimonials that raised awareness on the risks of fast delivery that drivers have to endure on a daily schedule.

With zero development cost… and just some of our time, we were tipped generously with 22% increase in riders’ registration, and 100K+ Minutes tipped per day. It not only provided riders with extra time to ride safely but also helped them feel valued and protected.