Department of Civil Service
Project title: Providing a Government communications support capability
AAB
The AAB Group was appointed by the DCS to help establish a world class government communications function in order to articulate more effectively the role of the Department as the catalyst for lasting and sustainable change across the Emirate’s public sector. The Group’s remit was to provide integrated communications including international public relations, brand design, event management and advertising.
Insights
Insights seconded a dedicated team to the DCS and put in place a communications function. Insights developed a positioning for the DCS around the three core strengths - People, Performance, Partnership. The team then identified streams of work activity including media relations (Arabic and international), events (planning and execution), publications, advertising and began to deliver against agreed programmes of activity.
Brand Faith
Working closely with the Insights team, Brand Faith helped devise a visual identity for the DCS’s People, Performance, Partnership positioning. The identity was rolled out at the launch at the DCS 5 year strategy which required collateral including backdrops, banners, brochures, factsheets and powerpoint templates. The Brand Faith team continue to provide design support to the DCS many publications and events.
Open
Open produced a series of advertisements in English and Arabic for a number of DCS events and initiatives to position the public sector as transparent and a responsible and equal opportunities employer.
Results
Through ongoing tactical positioning, there has emerged a clearer understanding of the Department’s remit and its role to act as strategic HR adviser to other Government Departments. Abu Dhabi’s goal of becoming a world-class administration by 2012 is now in sight and DCS has played a pivotal role in helping to bring this about.