Finalist
Shifting Perceptions: The Birth of a Global Life Science Hub
by Langland on behalf of Department of Health - Abu Dhabi (DoH)
Summary of work
The Abu Dhabi Economic Vision 2030 is the Emirate’s blueprint for sustainable economic advancement. A prominent feature is the diversification of the health sector: something that could not be achieved without a globalised approach to partnership and stakeholder engagement.
Today, the Department of Health – Abu Dhabi (DoH) is working to establish Abu Dhabi in the eyes of international stakeholders as the home of health and life science, by the world, for the world.
Achieving the acceptance of this vision would be a serious communications challenge: we would need to shift perceptions of the capital, taking it from its relative industry obscurity to a recognised hub for heath innovation.
By co-creating a “North star” vision and global strategy backed up by paid, earned and owned activations, including the launch of an annual healthcare event, we have begun to put Abu Dhabi on the life science map.
While we have a long journey ahead, we have made significant inroads, with 100+ pieces of global media coverage, 30+ speeches delivered, 60+ thought leader posts on LinkedIn, and 14.4k social engagements, all of which are laying the foundation for Abu Dhabi’s future.
Judges’ comments
The judges liked the scale of ambition within this entry from Langland and DoH Abu Dhabi. It did a strong job benchmarking and in tailoring and targeting difficult channels. It was well articulated and very concrete in terms of they set out at the beginning.
