Emirates Red Crescent makes a big appearance on Dubai's OOH arena, motivating audiences to "Open a Window to Goodness" and be the reason for their joy by gifting Eidiya for those in need. The Red Crescent Authority of the United Arab Emirates has recently gained international recognition and is an active member of the International Federation of Red Crescent & Red Cross Societies. The non-profit organization's main vision is to demonstrate leadership and excellence in humanitarian work as well as to mobilize the power of humanity to support the vulnerable. 

The campaign shows the audience that they can now donate AED 100 via SMS by sending a message to 7100 and can also donate AED 40 worth of Eid clothing. The ad copy indicates that residents of the UAE or those who live abroad can both participate in the donations. It is also an option to give those in need an Eidiya that’s worth up to AED 50. The visual also shows that donations can be accomplished through the app which can be downloaded from App Store or Google Play. The advert offers contributed telephone numbers and the official website for donations "emiratesrc.ae" as well as the hotline "800-733". The awareness campaign encourages people to extend a hand of goodness to all those in need to receive Eid-al-Adha with a smile & joy by contributing to support the Emirates Red Crescent programs which aims to provide sacrificial animals, Eid clothing, Eidiya or a family gift. The strategic sponsors for the campaign include; Etisalat, ADNOC, & ADIB. 

The campaign is a new one which was released in the second week of July as digital screens across the city of Dubai. 

The Art & Science of OOH

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