Skyscrapers around the world have always lightened up with messages of solidarity during different hard times, political, social or in this case a health outbreak that turned to a pandemic known as Coronavirus (COVID-19). COVID-19 has been spreading like wildfire, affecting thousands of people around the world. This is exactly why the highest tower in the whole world; Burj Khalifa located in Dubai, UAE has been always an OOH landmark, displaying different messages to celebrate countries’ national days like Saudi Arabia and Kuwait, promote brand and announce products launch such as their OPPO Reno 2 Series screening, standing back to back with the world on this global epidemic to project messages of hope and support as they felt the urge and responsibility to educate the world and direct them to what should be done at this critical time. Embracing 200 different nationalities, with nearly 20% of Emiratis only in their total population, this makes the UAE home to one of the world's highest percentage of immigrants which for sure has loaded much weight on the shoulders of the UAE government to hold the responsibility of educating and spreading hope to pass this global disease with minimal harm. The emirate of Dubai has used its 830m-tall tower to make sure everyone gets the memo regarding the importance of the quarantine at the moment, according to the World Health Organization (WHO) global recommendations. At first, the international landmark has used façade projection to display the most popular tagline at the time “ Stay At Home”, then changed it to the heavily used hashtag “#StayHome” as part of their social responsibility towards their people and the world. Afterward, the tower started to address people on a wider scale, sending a message to the different nations of the world, asking them to “Stay At Home”, “#StayHome” in English, خلك في البيت in Arabic, “Quedarse en Casa” in Spanish, “Остани у дома” in Bulgarian, Bleiben zu Hause” in German, “呆在家里 in Chinese, in addition to different other languages in order for Dubai to speak to the world regarding our safety that lies in our hands right now, with the whole wide world becoming one nation with one job to do, Stay Home, Stay Safe and follow the quarantine’s instructions to the letter.
