Outdoors in Abu Dhabi...

If you've been in the city recently you will have experienced an interesting phenomenon with the mighty muppie taking a beating from formidable new opponents-the flag poles!

This newly arrived marching army of message mavericks are taking the high road-all the way to newer and far more lucrative pastures, just as the muppies are being offered at massively discounted rates.

No doubt where outdoor media was tightly regulated before, the flood-gates have now opened up, beckoning not just the traditional sign companies, but a few new entrepreneurial players. A rather disturbing phenomenon is the decision by many an ad agency to throw down the gauntlet, raising the issue of conflict of interest as they relate to their media buying for their clients.

So if there are no flagpoles in the capital, other interesting thingummijigs are sprouting up, including some double tension flags, occasional flirty windsocks, and a smattering of LCD screens.

Very soon-and you mark my words here-there will be other ad invaders, possibly full-façade see-through building banners, and bespoke 'ad' walls. Whatever it may be, let's hope the outdoor ad deluge not only appeals to our pocket book but to our aesthetic sensibilities.

Mind your marketing
Many cities in this region are going through some spectacular urban development and commercial transformations. However, one aspect of this widespread development that is largely unheeded involves a different kind of 'real estate': the human brain.

Let me explain…how often do you see impressive boulevards, lush parks, stunning beaches, all painstakingly perfected, and then just as you imbibe your wonderful surroundings, someone comes along and tosses the remains of a family picnic at your feet.

Unfortunately although our cities are being continuously upgraded, little is done to educate those obtuse among us who either can't connect the dots between refuse and a bin, or just choose not to.

Enter the 'public service announcement'-a wonderful invention that can supremely influence the human psyche. In many developed nations, commercial TV networks are obliged, by law, to provide a certain amount of airtime to TV spots that are aimed at bettering human existence. These can tackle all sorts of subjects, from increasing awareness on smoking, drugs, breast cancer check ups, to… how (and why) to keep: the environment clean, our children in school and married couples together.

The point here is that mass awareness campaigns should be systematic, continuous and self-sustaining. The public service campaign initiative should be led by government but must involve many quarters-principally the media and private industry. The media should be mandated to run public service announcements free of charge, while large corporations should be obliged to give a percentage of their earnings to keep the fund going.

Picture it, a day on the beach without a blue plastic bag flying in your face...