Dubai Health Authority (DHA): Dubai Health Authority (DHA)

Credits & Description:

Category: Health
Media: Direct
Brand: Dubai Health Authority
Agency: The Classic Partnership
Geo: United Arab Emirates
Advertising Agency: The Classic Partnership, Dubai, United Arab Emirates
Executive Creative Director: Alok Gadkar
Creative Director: Leslie Paul
Art Directors: Mangesh Zemse, Alok Gadkar
Group Head – Design: Mangesh Zemse
Copywriter: Leslie Paul
Account Director: Tarek Chebaro
Head of Production: Vitthal Deshmukh
Freelance Editor / Animator: Rashvin Mohammed
Production Agency: Blue Logic Digital
Freelance Music Producer: Petar Yordanov Buny
Published: February 2018
Synopsis:
Dubai has a huge number of blue-collared workforce coming from rural areas from around the region. Most of these workers have limited literacy and converse mostly in their native language which limits their comprehension on many things. This includes taking medication. More than often, these workers make a guess on dosage and risk suffering from an overdose.
To address the issue, a simple pictorial prescription sticker 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, they were all illustrated on an easy-to-use sticker.
Entry Summary
Dubai has a huge number of blue-collared workforce. A vast majority come from rural areas from around the region and from the Asian sub-continent which covers India, Pakistan and Bangladesh. Most of these workers are illiterate and converse only in their native which limits their comprehension on many things. This includes taking medication. More than often, these workers make a guess on dosage and risk suffering from on overdose.

Brief With Projected Outcomes
In Dubai, all healthcare providers come under the watch of Dubai Health Authority. It applies many stringent measures to ensure healthcare services meet the stipulated requirements. The provision of the country is such that residents are required to have medical insurance either through their employers or under their on sponsorship.

Brief Explanation
Several key areas were taken into consideration when designing the stickers. A common size was first determined based on the available range of medications available in the emirate. Next came the dosage and consumption frequency which had to be carefully segmented to regular prescription requirements. A durable yet cost-effective material was identified before shortlisting to the simplest form of design.

Based on these needs, 3 variations of stickers were produced: Tablets, Capsules and Syrups. The duration for each course was also broken down into the 3 main meal periods as there's generally a 5-hour interval between each which is what doctor's normally recommend. The designs were kept very basic with allocation of space for manual markings.

To ensure comprehension is at its fullest, pharmacists were directed to mark each section of the label in the presence of patients giving them clarity on how to understand the labels.

Audience
The primary target audience for the idea are the 750,000 blue-collared workforce in the emirate of Dubai who are mostly illiterate or have limited literacy. The idea involves creating a simple pictorial prescription sticker which clearly indicates the correct dosage of medication which covers tablets, capsules and syrups.