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The exhibition covers three main themes - Taking Care of our Planet, Taking Care of Others, and Taking Care of Yourself - and includes posters, print advertisements and television spots.
With concerns over economic, social and environmental development reaching fever pitch the world over, advertising professionals are increasingly being called on to motivate, inform and alert public opinion to issues as diverse as electronic waste, biodiversity and poverty.
The exhibition, put together by Advertising Community Together (ACT), an initiative of AdForum.com, is produced in partnership with the United Nations Environment Program (UNEP) and showcases the work of advertising agencies, advertisers, associations and non-governmental organizations the world over.
The industry's ability to touch and teach and draw attention to the link between everyday behaviour and its impact on the global environment and climate change, makes it a vital ally in the fight to make a difference, representatives from ACT said.
"Advertising is often dismissed as being only a driver of wanton consumption, but this exhibition proves that advertising can be just as powerful a force for good and for positive change," said Tanvir Kanji, president of the IAA-UAE chapter.
"We are proud to host this exhibition here in Dubai, and hope that the message behind these different campaigns will percolate through the industry and larger society here."
The exhibition will be on display in the main concourse of the Dubai International Convention Centre, and is open to the general public, free of charge, he added.
Platinum sponsors of the Congress include Gulf News, CNN, Dubai Television and Motivate Publishing, while Gold Sponsors are Dentsu and EMAAR. Silver sponsors include the Chouieri Group, MBC, BBC World and Al Ittihad, while Khaleej Times, Dubai Duty Free, AME Info, FedEx and Arab Media Group (AMG) and Al Wataniya have Bronze sponsorship status. The 40th IAA World Congress is held in association with the Dubai Chamber of Commerce & Industry and Dubai Media City.
The 40th IAA World Congress and Exhibition is being held under the patronage of HH Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, and is being organized under the Congress Chairmanship of Mohammed Al Gergawi, UAE Minister of State for Cabinet Affairs.
With nearly 2,000 delegates from nearly 70 countries confirmed to attend, the 40th IAA World Congress in Dubai is one of the largest in the association's history.
Posted by Anne-Birte Stensgaard, Senior News Editor
