Alike most countries around the world, the educational organizations in the United Arab Emirates were considerably affected by the spread of the pandemic. Unfortunately, resulting in a temporary closure of various schools and universities. But despite the situation, a couple of schools have decided to turn to the billboards of Dubai for more exposure with inspiration, getting ready for proceeding their ultimate purpose of teaching through the upcoming period, and also offering online learning services to empower people more.

Clarion School

The only progressive American School in the UAE, Clarion School, is spreading an OOH campaign in the streets of Dubai to boost its brand's presence and positioning, especially after quite tough times of quarantine in Emirates that affected the whole education business. Clarion School, which is part of Scholars International Group, has appeared on the billboards to turn the spotlights on the school's firm values and principles, describing its passion as "The art of igniting curiosity" with the valuable purpose to learn, grow, and give.

The campaign was seen with several visuals using both Arabic and English language for a secured broad reach, appearing in the first week of April on uni-poles, lampposts, bridge billboards, and rooftop billboards. All spread across Sheikh Zayed Road, Al Khail Street, and Sheikh Mohammed Bin Zayed Road in Dubai.

iCADEMY Middle East

The American online school iCADEMY Middle East, part of Pansophic Learning Group, has shown up in Dubai roads to offer people the opportunity to learn online "from any place" with "discounted fees" and “Homeschool with us today”. The online school installed several visuals for the campaign with mixed light and cheerful colors, including different segments of age demographics to reflect the efficient delivery of online learning services for KG until 12th-grade students, using both English and Arabic copies for the campaign.

To capitalize on the brand's credibility and trust; the school was keen to address the fact that iCADEMY is KHDA licensed, which stands for Knowledge and Human Development Authority; the educational quality assurance and regulatory authority of the government in Dubai. While also placing the website address clearly at the bottom of every visual in the street following the call-to-action.The campaign appeared in the first week of April, distributed over uni-poles and lampposts across Sheikh Zayed Road in the heart of Dubai.

Even though the educational system everywhere has been affected by the current events; the billboards of Dubai have been working as the bridge of crises management to keep the ball rolling without making parents worried for their children’s health and well-being.

The Art & Science of OOH

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