Mubashir, a leading digital out of home company in Oman, marked National Day with a campaign shaped by the nation’s deep sense of unity, and a celebration inspired by the idea that Pride is a language everyone can feel.
The campaign worked to unite the nation through a message of inclusion, showcase the participation of people with hearing impairment in the celebration, leverage the power of its digital screens to elevate diverse voices and strengthen its reputation as a socially responsible DOOH innovator.
In partnership with the Oman Association for People with Hearing Impairment, Mubashir created a heartfelt video, produced entirely in house by its creative team , featuring students singing a National Day song in sign language.
Their hands, expressions and movements transformed the performance into a meaningful celebration, reinforcing Mubashir’s commitment to strengthening cultural participation for all abilities.
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The campaign was rolled out through a multichannel presence, leveraging 107 digital screens including highway screens, large format digital billboards, malls, and fuel stations to target a wide and mass audience throughout the National Day month, recording an estimated 13.8 million impressions.
On social media, the campaign received 400,000 views and reached more than 200,000 accounts , further expanding the celebration.
Digital distribution on social media platforms complemented the DOOH presence while coverage by national media outlets reflected both the campaign’s extensive reach and the deep sense of pride and inclusion it inspired across the country.
Building on the campaign’s success, Mubashir is launching Phase 2, sponsoring and gifting a digital billboard at Al Amal School for the Deaf and Mute. The screen will support visual learning, student projects, and sign language content, giving the school community a long term platform to express, create, and communicate in ways that align with their abilities.
The Omani Association for People with Hearing Impairment expressed its pride in collaborating with Mubahir on the Omani National Day campaign, which embodied the spirit of belonging and pride in national identity.
This campaign highlighted the capabilities of people with hearing impairment and reinforced their active contribution to society, the Association noted.
The Association further emphasised that such national initiatives reflect the community’s commitment to inclusivity and empowerment.
CREDITS:
Client: Oman Association for People with Hearing Impairment
Agency: Mubashir
