2017 MEPRA Awards – Financial Communications Gold Award: Impact Porter Novelli

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Wills & Probate Registry - Take Care of Tomorrow

Entry Overview:

Launched in 2015, DIFC Wills & Probate Registry (the Registry) is an initiative of the Dubai government. It gives effect to the freedom provided by UAE Personal Status Law which allows non-Muslims the ability to choose what happens to their assets when they pass away in a simple, secure and confidential process.

Despite the fact that this is a unique organisation backed by the Dubai Government – in itself a strong proposition – it is a very specific service that is new and not yet truly established amongst its specific target audience.

We created a campaign entitled Take Care of Tomorrow to build mass awareness amongst our specific target audience and highlight the products and services available. The results speak for the themselves as the campaign was a huge success.