Develop and roll-out a crisis and emergency strategy for NCEMA, an until then unknown government entity, to allow them to deliver critical updates to the public during the COVID-19 pandemic.​


  • We quickly developed a brand and social media strategy for NCEMA, finding how they should articulate their role (amongst the many government bodies involved) and identifying what and how they should communicate for maximum public understanding. ​
  • This led to the development of a distinct visual style, creating creative templates for each type of communication (from travel updates to emergency alerts) and then rolling it all out through all communication channels. ​
  • We developed infographic videos to share guidance, films that demonstrated the nation’s collective actions to reassure the public, wrote press releases to distribute the right messages to national and international media, and covered government briefings live to get the information out to the public as quickly as possible. ​


In just a few weeks, NCEMA went from being just another government body to becoming the leading source for news and updates on COVID-19 in the UAE.