McDonald's UAE, along with Emirates Red Crescent, is reminding us that Ramadan is not just about giving to family but also to the community. Their new OOH campaign, The Books for Good, is an invitation to be part of a cause where a small act — buying a book — turns into meaningful charity. This foodservice and non-profit campaign encourages people to purchase books at just 5 AED, with the profits going to the Emirates Red Crescent and giving donations to a series of humanitarian reasons. Following in line with their previous campaign, the branding of this initiative is sharp and focused, headlined by McDonald's signature red and yellow but softened by shades of philanthropy. The billboards feature gigantic font in English and Arabic to make sure that the message goes across to all in the multi-cultural society in the UAE. Utilizing children's books as anchor imagery is an intelligent way of conveying innocence, education, and community support. And with easy call-to-action language — The Books for Good — the campaign is easy for the public to get involved with. Location-wise, McDonald's has made sure this message cannot be ignored. The campaign is launched throughout Dubai, Sharjah, and Ajman, on bridge billboards, digital boards, and lampposts, on each corner of daily life — from congested traffic areas to residential roads. It's a smart mix of formats, allowing them to target drivers and pedestrians as well. By embracing the initiative during Ramadan — a time when generosity is at its highest — McDonald's is advancing community relations. The campaign was revealed in the UAE in the second week of March, on bridge billboards, lampposts, and digital screens.
