Dubai Community Development Authority (CDA), lends its helping hand on the billboards, following its previous digital outdoor (DOOH) campaign, reaffirming its devotion to protect the people, and put their safety first. Powered by the Government of Dubai, the CDA has risen back up Dubai's OOH scene, with an influential advert, to highlight its all-time faithfulness and dedication to guarantee a quality life for citizens as a whole. The association is responsible for setting up and developing frameworks for social development. The Dubai Community Development Authority reflects its educated belief that elder citizens, people of determination, and children, are society's most challenged groups, as they conquer daily challenges which solidifies them as champions, and proves that assisting & protecting them is a responsibility that falls upon the entire society . The ad copy reflects this main aim; To protect the elderly, children, and people of determination while providing the hotline 800988 encouraging immediate calls of action regarding abuse towards these groups since the CDA can help make them safe. The campaign also uses the ad copy The Beginning of The Solution Starts with a Call. The visual used for the inspiring and humanitarian advert is emotionally appealing considering the extent of creativity on display, portraying 3 people on a horizontally situated smartphone. Half of the phone shows half of an old man's face in black and white as he is sad, while the other half shows the old man in color, depicting him happy. Behind the man on both sides, a young girl is shown in different situations, while on the black and white side, she seems to be in sorrow, pain, and dealing with serious abuse-related issues as her face is shown to be bruised. On the other hand, she is shown with a beautiful smile and in vivid colors. Last but not least, a man of determination is portrayed in perspective behind the young girl, and on one side, he looks very depressed and emotionally unstable, while on the other side, the man is shown to be happy and at peace. The ad copy also offers the CDA's official website domain along with their Facebook, Twitter, YouTube, and Instagram account names. The visual also portrays business towers of Dubai City's sophisticated landscape. This creative visual is bound to affect the masses and help them comprehend the fact that some solutions to serious problems are just a phone call away. The campaign is a relatively new one that was published during the first week of September at limited OOH spots across Dubai.
