Mohammed Bin Rashid Al Maktoum Global Initiatives is once again on UAE’s major outdoor advertising scene with a contemporary and captivating campaign that is bound to have its mark on viewers since it is related to “fathers’ endowment.” The non-profit organization’s previous successful OOH appearance was during February 2025 when Mohammed Bin Rashid Al Maktoum Global Initiatives was advertising for the World Government Summit. This campaign is a relatively new one and was released during the first week of March. The campaign is a multi-format one that utilizes hoardings, digital screens and lampposts and is distributed across the United Arab Emirates in Dubai, Ajman, and Sharjah to reach the maximum number of viewers possible. The billboard uses the main ad copy “Fathers’ Endowment” and “Healthcare Endowment,” which is an informative ad copy that should be embedded for audiences to understand the approach that the campaign is taking. Some visuals use the ad copy and tagline “A Tribute To All Fathers,” and “Donate Now,” which is a call for action encouraging audiences to donate and help the fathers of the UAE. The tagline translates to “Fathers’ Endowment, He Was Your Support and Today, You’re His Support.” The billboard also shows the official banner of the website, which is “FathersFund.ae.” Another ad visual uses the ad copy “A Gift That Endures.” The visuals portray fathers with their children. For example, one visual shows an old father with his two sons, who are reflecting the body language that they will do anything for their father while they are holding their father’s hands. Another visual shows a woman and her father laughing together and having breakfast. Another visual shows a son kissing his father on his forehead as a sign of love and respect, while a separate visual shows a father and his young son reading the Quran together. Last but not least, a visual shows a father and his son taking a walk. Learn more about D/OOH campaigns’ details by visiting INSITEOPEDIA and navigating through its various sections.
