To address the issue of literacy and to curtail the risk of an overdose, a simple pictorial prescription was devised. It clearly indicated all the key elements that were required. From the number of tablets or the amount of syrup, the frequency and time of consumption and the duration of the course, were all illustrated in a sticker which was paste on the medication packaging. Common and basic symbols were utilised to ensure comprehension was absolute. Dubai has a blue-collared workforce totalling close to 750,000. Most of them come from rural areas from around the region and from the Asian sub-continent which covers India, Pakistan and Bangladesh. Besides being mostly illiterate, these workers also converse only in their native language. Interaction with other residents a generally through hand gestures and guessing. While all workers are provided with healthcare benefits, there is no prescription system developed for those who are illiterate. Therefore, medications are consumed based on what was informed verbally or through handwritten indications besides the redundant printed labels.
AGENCY: The Classic Partnership Advertising, Dubai
CLIENT: Dubai Health Authority
EXECUTIVE CREATIVE DIRECTOR: Alok Gadkar
CREATIVE DIRECTOR: Leslie Paul
ART DIRECTOR & GROUP HEAD: Mangesh Zemse
ACCOUNT DIRECTOR: Tarek Chebaro
HEAD OF PRODUCTION: Vitthal Deshmukh