The Dubai Healthcare City (DHCC), spikes Dubai's billboards with a new awareness and branding campaign establishing the fact that it is a free zone that was established in 2002. The Dubai Healthcare City (DHCC), brings together core healthcare services, attracting the best in class global and regional names as well as establishing a network of businesses from consultancies to hospitality and retail outlets. DHCC is governed and owned by Dubai Healthcare City Authority (DHCA), and has its own regulatory body and facilitates end-to-end business set-up. The Dubai Healthcare City has 4425 professionals of healthcare and 5 hospitals, along with 36 recreational facilities, and 168 clinical facilities. Healthcare and wellbeing are the main priorities of the healthcare city and they are the reason behind the excellence and success of the Dubai Healthcare City. The creative visual uses the main tagline WHERE TOMORROW'S HEALTHCARE STARTS TODAY, portraying different small photographs of healthy and happy people, across the billboard. For example, one photograph shows a happy patient shaking hands with a doctor after a consultation, while another photo portrays lab scientists working on something in the laboratory. Another photo shows a father carrying his young daughter, giving her a piggyback ride in a green area, as well as showing several individual happy patients and their children, who have enhanced their health and wellbeing by visiting DHCC. The campaign uses the main color of Castleton green since it is closely associated with nature, harmony, balance, and youth. Green is a fresh and calm color, related to all things new and natural. In OOH advertising, green is used to brand natural products, ecology-related products, as well as healthcare and health products which makes it the perfect color for the campaign. The campaign is fresh and new. It is the first time for Dubai Healthcare City to climb up on Dubai's OOH scene. The campaign was released during the first week of October and was distributed across limited OOH spots across Dubai as hoardings.
