Dubai Civil Defence was established in 1976. The organisation is a vital part of Dubai society and plays a crucial role in protecting citizens, defending public and private properties, rescuing victims, securing transportation and protecting national wealth during emergencies. With the help of advanced technology such as Mobile Command Control Centres, Dubai Civil Defence works 24/7 to keep Dubai and its people safe.
Avant Communication was called in to establish Dubai Civil Defence as a sympathetic public service agency in the publics mind. In addition the communication had to establish the importance of having a 24x7 Direct Alarm System installed in buildings, thereby encouraging subscription of the service by building owners. This formed part of the National Life Safety Programme rolled out by Dubai Civil Defence in a new effort to step up the safety and security of the city. Avant Communication was charged with creating a complete outdoor, print and TV campaign for Dubai Civil Defence as well as branding and marketing material for the 24x7 Direct Alarm System.
The Result
Avant Communication created the striking brand identity, logo and visual identity guideline for the 24x7 Direct Alarm System that effortlessly blended in with the existing Dubai Civil Defence branding. This created brand consistency. It was then built upon with an extensive above-the-line and below-the-line advertising campaign that assured the public that Civil Defence was always by their side and always keeping them safe with the National Life Safety Programme.
The result was an easy transition for building owners to the new 24x7 Direct Alarm System once they understood the power and importance of having the system installed in their building. In an excellent response to the campaign more than 60 000 buildings in Dubai are now part of the programme.
