Ad D is an advertising and public welfare campaign that uses a unique strategy to encourage citizens of the United Arab Emirates to get their vitamins.
Daman, one of the leading healthcare providers in the United Arab Emirates, noticed a perplexing problem in the nation. Despite the UAE being the sixth sunniest country on the planet, nearly 80 percent of its population suffers from vitamin D deficiency. Vitamin D is best acquired through exposure to sunlight, so if the population of the UAE would just step outside for as little as 20 minutes a day, that deficiency could be filled. Enter the Ad D campaign.
Daman contacted some of the country's leading magazine publications, including 'Gulf Business' and 'Good' and bought ad space on the covers. Indoors, these covers would look blank, but in the sunlight, the ink would react to reveal words and images, forcing curious readers out into the sun.
Key Themes Behind This Trend
- Sun-responsive Advertising
- Opportunities for using sensory and responsive designs in advertising.
- Wellness Promotion Campaigns
- Opportunities for using clever marketing strategies for public health awareness.
- Outdoor Interactive Advertisements
- Opportunities for using technology to enhance outdoor advertising experiences.
Where This Applies
- Healthcare
- Application of technology for public health awareness campaigns.
- Media and Advertising
- Use of innovative marketing strategies to engage audience in outdoor advertising.
- Technology
- Development of innovative materials for sun-responsive outdoor advertising.
