DED Uses New Media Platforms to Launch Consumer Awareness Campaign
The United Arab Emirates (UAE) boasts one of the highest mobile penetration in the Middle East.
According to statistics from the Telecommunication Regulatory Authority the UAE has a mobile penetration of a massive 154% with 12.36 million mobile phone users in the country.
Many of these mobile users have smartphones and the emirate’s populace is increasingly active on social media platforms such as Twitter and Facebook.
The Arab Social Media Report puts the country’s Twitter users at 175,000 and such a huge online presence has led many companies and organisations to target their latest marketing and awareness campaigns through these new media platforms.
Dubai’s Department of Economic Development (DED) is also gearing up to launch its new consumer awareness campaign by utilising New Media platforms.
The DED has recently launched a month long SMS and Social Media campaign to make consumers aware of their rights and provide them with a simple and easy-to-use platform for launching their complaints.
Approximately one million SMS will be sent in both Arabic and English to Dubai residents over the one month period and will notify consumers about their rights and the methods they can use to get in touch with the DED for making complaints.
The DED is also planning a massive social media engagement with residents of Dubai and will run weekly Twitter sessions which users can follow using the hashtag @Dubai_DED where consumers will be able to connect with officials from the Commercial Compliance and Consumer Protection (CCCP) division who will answer their queries.
Mohammed Lootah, CCCP’s deputy chief executive officer said according to The National newspaper:
“Social media and mobile phones are highly effective in reaching out to people, especially in the UAE where mobile and internet usage is the highest in the region.”
Adding further he said:
“The Department of Economic Development is anchoring its latest consumer rights campaign to new media. Mobile phones and internet provide an effective means to reach out to different demographics, especially the youth and the business community. They also offer the advantage of live, interactive communication as in the case of Twitter feeds.”
Through the campaign the DED will provide important information to consumers in addition to its helpline number of 600 545555.
Websites which receive the highest traffic from Dubai users will also have DED banner advertising placed on them.
This is a massive consumer awareness campaign being undertaken by the DED and it will help the government agency to connect with the youth as well as provide them with an easy way to get in touch in case of any queries or complaints.
The one month long campaign is a great opportunity for the public to learn about their rights as consumers and gain important information.