The Critical National Infrastructure Authority (CNIA), an Abu Dhabi Government organization approached Action Impact to create a new brand for their Maritime Safety Sector which had recently taken over the Abu Dhabi Coastguard. The challenge was to create a brand that was approachable and friendly to the public at large and also to the commercial audience, such as fishermen, whilst maintaining the look and feel of an organization of authority. Action Impact created the name ‘Bihar’ and a unique identity that achieved all of the client’s objectives and activated a 360o campaign.
The second activation of the Bihar campaign was the Bihar Press Conference in August 2010. In cooperation with the appointed PR agency, Action Impact managed the kick off press conference attended by over 70 delegates from various media as well as government officials. "The Bihar 2009 campaign achieved great success and witnessed significant response from all parts of society. We return with Bihar in 2010 to achieve a comprehensive vision to make the public aware of the role of CNIA in protecting Abu Dhabi waters from the damages caused by misuse of waters and to keep its sea goers safe." - Staff Brigadier Pilot Faris Khalaf Al Mazrouei, Chairman of CNIA.
Part of Bihar’s 2010 initiatives was an awareness campaign to promote safety on Abu Dhabi’s beaches and seas. CNIA asked Action Impact to organize their Fisherman’s Iftar, to create a platform for Abu Dhabi fisherman and boat owners to engage in open discussion with the CNIA chairman and management team. More than 100 attendees enjoyed a wide range of Arabic delicacies at this hugely successful interactive event.
Bihar’s awareness campaign then launched as a seminar. CNIA asked Action Impact to design, produce and deliver the full media campaign supporting this awareness program. Action Impact successfully produced the show and created the brand identity for the event. Shaikha Al Neaimi, head of the CNIA Public Relations Department, introduced “Better Together” as the tagline of the campaign, and introduced the new TV commercial, advertising campaign and event outline for the coming year. The event closed with the announcement of national power-boating hero, Thani Al Qamz as the new goodwill ambassador for the campaign. The event was covered extensively on national TV stations and in local newspapers.