INSITE OOH Media Platform

Across the UAE, Dubai Charity Association’s new outdoor campaign speaks through one powerful number: 56.

Following their prior appearance, the new billboards, in contrast to the calm background gradient of sky blue, which subtly conveys the notions of water, hope, and openness, the campaign communicates its message in deliberately clear terms. “56 countries worldwide” takes center stage, with the figure large and bold, effectively recontextualizing the association from a domestic charity to a global presence in one swift move. The size of the typography corresponds to the size of its impact, making the figure both quantifiable and monumental. 

Supporting the figure, the campaign breaks down its impact into three easy pillars: schools, wells, and mosques. The bilingual layout in Arabic and English adds to the sense of inclusiveness, directly addressing the UAE’s multicultural population while keeping the message rooted in cultural authenticity. Simple illustrated icons of a school building, a well pump, and a mosque line up along a thoughtful waterline, effectively binding the projects together with a common humanitarian string. The water theme is more than just aesthetic; it also symbolically resonates with the idea of wells and life-sustaining efforts, making the design emotionally engaging.

The call to action is very effective in its simplicity, placing a prominent and large hotline for donations that holds the bottom part of the billboard. 

The new campaign took off on UAE’s uni-pole billboards in the second week of February.