Abu Dhabi Awards Marketing Campaign Aims to Inspire One Moment of Goodness

The Abu Dhabi Awards, an annual public service program that honours Abu Dhabi residents for their good deeds, will launch its 2009 integrated marketing campaign entitled ‘The Power of One’ on 30 August.

The Abu Dhabi Awards are under the patronage of His Highness Sheikh Mohamed bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces.

This year’s campaign concept - ‘The Power of One’ – was created by Impact BBDO, and draws upon the collective skills of local talent, including Zed Communications for the online component, HME for grassroots activation, Impact BBDO for advertising, PhD for media buying and Impact Porter Novelli for public relations support.

The multi-media campaign, which focuses on encouraging a consumer call-to-action to nominate, will utilise a number of communications platforms, such as newspaper inserts, a viral campaign and branded vehicles to engage a broad cross-section of Abu Dhabi residents.

“The aim of this campaign is to inform people on the specifics of the nomination process,” according to Abu Dhabi Awards Organising Committee member, Maryam Amiri, “Our consumer research indicates that 52 per cent of the Emirate’s residents are not completely certain that it just takes one nomination to be eligible for an Abu Dhabi Award, and there is still some uncertainty on how and where to nominate.”

“We want the public to know that it only takes one person one moment to complete one nomination form – the nomination process is easy and accessible to everyone across the entire Emirate.”

Nominators can also submit their nomination form via the re-designed Abu Dhabi Awards website (www.abudhabiawards.ae) which reflects the essence of the new campaign and serves as an information portal for people interested in learning more about Awards, its history, former recipients and the judging process.

The month-long nomination period will start on the 30th August and run throughout Ramadan and Eid al-Fitr, ending on the 27th September. The Awards will culminate in December in a ceremony at Emirates Palace.