CONTEXT BEHIND THE FILM:

Strategically aligned with Dubai’s vision of creating a world-class healthcare industry, Dubai Science Park is the Middle East’s leading science and healthcare business community, home to more than 400 companies in fields such as biotechnology and healthcare among others, employing over 4,000 professionals.

This summer, Dubai Science Park has launched a campaign supporting a serious medical concern in the Middle East that is prevalent but is, surprisingly, not spoken about enough.

The campaign is initiated through a short film exclusively in cinemas across the UAE.

This film, a centrepiece of the campaign, goes against the trend of short format and entertaining videos by taking audiences through an uncomfortable experience when they are out in the world, relatively unrestricted, but are stuck on a seat in a cinema, relatively restricted.

Through the experiences in cinema, people have expressed anxiety, restlessness, tension, claustrophobia and feeling constricted – even, frustration at what they see and hear on the screen – until the turn, when the reason behind the cold and seemingly stuck film and the topic that Dubai Science Park is creating awareness for, are revealed. 

WHAT THE FILM TRIGGERED AND KICKSTARTED:

Beyond cinemas, this film was also promoted online.

Contextual banners and radio activations, during peak traffic, reminded how it feels to be stuck

The website, and multi-format social content, educated how to prevent paralysis.

Posters, in hospitals and pharmacies, spread the word.

And the idea travelled across the world.

Partnering with a partially paralysed influencer, we introduced a Paralysis Challenge.

Famous influencers spread the word.

Leading news channels and talk shows made paralysis considerably talked about for the first time in the Middle East.

Partnering with, Ottobock and Arjo, health-tech innovations were introduced, to help those, who suffered from different forms of paralysis.

We’ve also made history by creating the World Paralysis Awareness Day - a world-first - to serve as a  timeless and immortal reminder to the world, to brands and to people to create awareness and solutions for Paralysis.

And by driving awareness and solutions for paralysis, Dubai Science Park, has also attracted companies worldwide to set-up centres to innovate further in preventing and resolving paralysis.