Now, sustainable campaigns and environmental causes are more relevant than ever. Dubai Can, a sustainability initiative by His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, urges people to make a difference through an DOOH campaign in Dubai. The campaign is about encouraging people to use refillable bottles, as a way to lessen the consumption of single-use plastic, by having refill stations all over the city with an impressive list of suppliers. Dubai Can boosts awareness of plastic alternatives and sustainability challenges in order to foster a culture of conscientious living. The headline, “One Small Change, One Big Impact”, plucks at the heartstrings of bypasses, acting as an alarm bell for their responsibility towards the planet and their role in saving it. The phrase is surrounded by a coral-filled ocean, vividly colorful and a natural sight that makes people look in awe. A turtle passes through the aquamarine blue water, heading towards the rainbow-hued coral reef. The brand uses a refillable, blue water bottle with a hand holding it upwards, like a savior to sea life. The billboard includes their website, social media, and hashtags “#RefillForLife” and “#DubaiCan”; all to spread more awareness and create a buzz for the movement. The new campaign hit Dubai in the fourth week of February, on digital screens.
