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Outdoor
American Excellence Medical Centre: Harvest
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A DOT OF BLOOD
How we changed the way people think and feel about blood donation Every year, blood donations attract fewer donors in the UAE. One of the reasons is because people don't fully comprehend the magnitude of difference they can make by donating blood. We know that Arabs are well-versed with the Arabic phrase: “a dot of blood”. Now in the Arabic language, a single dot in the right place can dramatically change the meaning of a word. Using this insight, we created a series of compelling communication wherein we placed a “dot of blood” in the right place to change negative words into positive words. Translation A dot of blood can change: “Ana-a” (suffering) into “Gana-a” (prosperity). “El-la” (disease) into “Ghal-la” (harvest). “Moh-tar” (the uncertain one) into “Mokh-tar” (The Chosen One, one of the 99 names of the Prophet PBUH).
Eduard Dimasov: Arabic Calligrapher Related
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