A campaign concept developed independently as a creative task for UAEICP in August 2026 encouraging residents to check their residency and Emirates ID records through the UAEICP app. Concept, strategy, Arabic copy, storyboards, visual direction, content planning and measurement framework developed by Ahmed Alkarim.
Make residency and Emirates ID awareness clear, approachable and actionable. The creative task addresses a communication challenge: important information can feel intimidating, while advice from friends and social media can create uncertainty.
“أمورك طيبة… بخطوة بسيطة” — things are in good shape, with one simple step. The concept replaces fear-led messaging with reassurance and a practical habit: check your records through the official app. The film routes explore everyday checking, conflicting advice from friends and unreliable social content.
I developed the entire creative task: the campaign concept and rationale, audience and channel strategy, Arabic messaging and scripts, storyboard treatments, visual direction, a seven-day content plan, engagement and community-response ideas, and the proposed measurement framework.
A campaign concept developed independently as a creative task for UAEICP in August 2026 encouraging residents to check their residency and Emirates ID records through the UAEICP app. Concept, strategy, Arabic copy, storyboards, visual direction, content planning and measurement framework developed by Ahmed Alkarim.
Proposed storyboard sequences from the August 2026 creative task. These are concept visuals, not completed films or a live app demonstration.
خطوة بسيطة تطمّنك
A resident makes checking their records a small part of an ordinary day. A timely action becomes a moment of reassurance.
لا تسمع كل شيء… تأكد بنفسك
Conflicting advice among friends creates uncertainty. The resident checks the official source, then returns with clarity.
لا تصدق كل ما تشاهده… تحقق بنفسك
An unreliable social post turns a quiet moment into concern. Checking the app replaces uncertainty with information from its official source.
A planned sequence moving from awareness to understanding, participation and practical action. All entries are proposed content, not a record of published posts.
Introduce “أمورك طيبة… بخطوة بسيطة” and invite residents to check their records.
Explain the distinction between residency and Emirates ID validity.
Ask whether residents have checked their documents this month.
Reinforce checking records through the official UAEICP app.
Outline a simple three-step approach to checking records.
Address common questions about expiry, grace periods and where to find official information.
Repeat the campaign invitation and encourage a timely check.
The task outlines roles for Instagram, TikTok, Facebook, X, LinkedIn and YouTube Shorts, adapting the message to residents, communities and employer audiences.
The proposed framework connects awareness and engagement with watch time, completion, saves, shares, link clicks and app actions where tracking is available. It also considers recurring questions and audience confusion. These are planned measures, not achieved results.
Selected project visuals. Select an image to view it in full.