The Sharjah Museums Authority strikes Dubai’s billboards with a new outdoors ad campaign that piques people’s interests. The authority operates under the direction of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Ruler of Sharjah. SMA was founded in 2006 as a self-governing government agency. SMA connects and manages 16 museums in Sharjah that span a wide range of subjects, including Islamic art and culture, archeology, heritage, science, marine life, and Sharjah's and the region's history.\r\nTheir mission is to be a cultural lighthouse that strengthens Sharjah's local and international identity while also contributing to the development of a community that recognises the value of museums as a cultural, educational, and recreational destination. Their objective is to provide the best museum standards in order to conserve collections and promote cultural and educational appreciation via exhibitions, educational activities, and community outreach.\r\n\r\nThe visuals intrigue people with their abstract designs and bright colors from blue to red to green, choosing hues that dominate the color wheel. The ad copy reads, “Embrace Our Identity”, “Share Our Heritage”, and “Explore Our Culture”; in both English and Arabic. There is intricate, hand-drawn art adorning the billboards, showing off their Sharjah Calligraphy Museum (with their opening hours), and Sharjah Heritage Museum. \r\nThe limited campaign was launched in the first week of January across the streets of Dubai, in the form of Digital Screens and Lampposts.