Brand Dubai, the creative arm of the Government of Dubai Media Office, GDMO, unveiled a series of outdoor ads that form part of its new campaign to encourage the community to stay home.
Featuring the slogan ‘For My Sake #StayHome for Us’, the campaign depicts artwork developed in collaboration with Emirati artist Maitha Demithan. The ads have been displayed on billboards, lamp posts and digital screens across Dubai.
The campaign reinforces the importance of staying at home in line with the strict restrictions on movement put in place by Dubai’s Supreme Committee of Crisis and Disaster Management as part of intensified measures to combat COVID-19.
Nehal Badri, Director of Brand Dubai, said, “The outdoor campaign, displayed in prominent locations across Dubai, was designed to illustrate the importance of staying at home during the current sensitive period. Using Maitha Demithan’s stunning creative artwork, we sought to send out a clear message to the community that staying at home is vital to safeguard the wellbeing of our loved ones. This project is one of a series of initiatives launched in collaboration with UAE-based artists to raise awareness about the need to unite efforts to protect vulnerable people from the risk of infection.”
“During such difficult times, art can play a crucial role in raising awareness on how to stay safe, but most importantly it can keep everyone inspired,” said Emirati artist Maitha Demithan. “I encourage all my fellow artists and the creative community to continue practicing social distancing and stay connected by using their creativity and innovation to raise awareness during this period.”
Brand Dubai partnered with several media outlets, including Media 24/7, Arabian Outdoor Media and Hypermedia to launch the outdoor ads. The ads are displayed on Sheikh Zayed Road, Dubai Marina and Al Khail Road, as well as outside Boxpark, Wafi Mall and Nakheel Mall.
Call from Bill Gates
His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces, received a call from Bill Gates, Co-chair of the Bill and Melinda Gates Foundation, during which they discussed ways to enhance humanitarian cooperation in health as well as disease and epidemic control in the light of the global partnerships and initiatives implemented by the two sides.
His Highness Sheikh Mohamed and Gates also discussed the developments of coronavirus, COVID-19 and the efforts being made to curb its impacts, particularly on the humanitarian areas.
They spoke about the possibility of intensifying cooperation and joint work between UAE’s humanitarian institutions and the Bill and Melinda Gates Foundation to tackle the spread of the coronavirus, COVID-19, and support the efforts of the international community, governments and societies to limit its spread. They also stressed the importance of supporting research centres and medical institutions working to develop and produce a cure for the virus.
They reviewed the most important humanitarian initiatives and partnerships between the two sides which aim to reduce the spread of diseases and epidemics.
Sheikh Mohamed renewed the UAE’s commitment to its humanitarian responsibility of strengthening solidarity and cooperation to overcome the common challenges the world is facing due to coronavirus. He also affirmed UAE’s keenness to rally all efforts of the international community and to support the affected communities and to improve the humanitarian conditions all over the world.
Bill Gates lauded the support provided by the UAE to help other countries in building capacities to contain the spread of coronavirus and to mitigate its impacts.
He also praised Sheikh Mohamed’s humanitarian stances and initiatives and referred to his recent initiative to provide medical and protective supplies to African countries amidst the global fight against COVID-19.
The supplies reached Addis Ababa, which is one of Africa’s largest logistics hub.
