When a Dot Makes a whole Dif­fer­ence

ArabAd - - CONTENTS -

Giv­ing blood is gen­er­ally very low down on peo­ple’s "to do" list. Publi­cis ME was tasked by Amer­i­can Ex­cel­lence Med­i­cal Cen­tre to come up with a cam­paign to en­cour­age blood do­na­tion. The con­cept sprung from pow­er­ful in­sights taken from the Ara­bic lan­guage. One be­ing that in Ara­bic "dot of blood" sim­i­larly trans­lates to "drop of blood” in English. And the sec­ond is the use of the di­a­critic dot, in writ­ten Ara­bic, which can change the mean­ing of a word. The re­sult is three ar­tis­ti­cally ren­dered ara­bic word­ings that con­tain dou­ble mean­ing should we re­move or add the dot and trans­late al­most lit­er­ally the idea that your blood has the power to change some­one's life by a great mag­ni­tude. In­deed the mes­sage says that just adding a dot to a neg­a­tive word can change it into a pos­i­tive one, there­fore it is im­per­a­tive to do­nate reg­u­larly to save lives. Leonardo da Vinci once said: "Sim­plic­ity is the ul­ti­mate so­phis­ti­ca­tion". With min­i­mal­ist styling at heart, this eye-catch­ing piece of com­mu­ni­ca­tion will hope­fully spark con­ver­sa­tion around a great cause and ini­ti­ate be­havioural change.

A dot of blood can change "suf­fer­ing" into "pros­per­ity".

A dot of blood can change "dis­ease" into "re­lief".

A dot of blood to change the "un­cer­tain one" into the "cho­sen one".

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