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Dubai, Apr 16: Brand Dubai, the creative arm of the Government of Dubai Media Office (GDMO), unveiled a series of outdoor ads that form part of its new campaign to encourage the community to stay home.

Featuring the slogan 'For My Sake #StayHome for Us', the campaign depicts stunning artwork developed in collaboration with Emirati artist Maitha Demithan. The ads have been displayed on billboards, lamp posts and digital screens across Dubai.

The campaign reinforces the importance of staying at home in line with the strict restrictions on movement put in place by Dubai's Supreme Committee of Crisis and Disaster Management as part of intensified measures to combat Covid-19.

Nehal Badri, Director of Brand Dubai, said: "The outdoor campaign, displayed in prominent locations across Dubai, was designed to illustrate the importance of staying at home during the current sensitive period. Using Maitha Demithan's stunning creative artwork, we sought to send out a clear message to the community that staying at home is vital to safeguard the wellbeing of our loved ones. 

This project is one of a series of initiatives launched in collaboration with UAE-based artists to raise awareness about the need to unite efforts to protect vulnerable people from the risk of infection."

Emirati artist Maitha Demithan said: "It has been a privilege for me to work on this project and an honour to serve my country through my artworks. The three portraits featured in the campaign create a triptych that represents the people who are the most vulnerable to being infected by the virus. During such difficult times, art can play a crucial role in raising awareness on how to stay safe, but most importantly it can keep everyone inspired. I encourage all my fellow artists and the creative community to continue practicing social distancing and stay connected by using their creativity and innovation to raise awareness during this period."

Brand Dubai partnered with several media outlets, including Media 24/7, Arabian Outdoor Media and Hypermedia to launch the outdoor ads. The ads are displayed on Sheikh Zayed Road, Dubai Marina.

May 21: Mosques across the UAE will remain closed during Eid Al Fitr, a top official has said. The Takbeer, which is chanted before the special prayers performed on Eid, will be broadcast from mosques 10 minutes before the prayer time.

During the virtual press briefing held on Wednesday, Dr Farida Al Hosani, official spokesperson of the UAE health sector, reminded citizens and expats about the importance of adhering to the safety measures as laid out by the authorities.

Contact tracing process

"Before we began to use Al Hosn app to trace the contacts of Covid-19 cases, the tracking process used to take more than 48 hours. It also depended on the memory and honesty of people. The app is an AI-enabled methodological way to trace individuals who came in contact with Covid-19 cases so that they are isolated. It has proven to be an efficient way to stop the spread of the coronavirus," Dr Farida said.

Install the app

She called on all the public to install the app on their smart phones. "The success of the tracing system via Al Hosn app relies on its use. We hope 50 to 70 per cent of people in the UAE instal and use the app in an effective way."

No sermon

Sheikh Abdul Rahman Al Shamsi, Spokesperson for the General Authority of Islamic Affairs and Endowments, said there will be no sermon for the Eid prayers.

He called on everyone to welcome Eid with joy and positivity and to stay connected with their loved ones via social media.

Mass testing

Dr Amna Al Dahhak Al Shamsi, the official spokesperson of the UAE Government, said mass testing continues across the country.

She stressed on the importance of adhering to precautionary measures and cooperating with the authorities.