My next steps
Board
Every deliverable, where it is and who has it.
Calendar
Arrival day, then the three show days. Deliverables sit at their due time; sessions and signings go on as the agency confirms them.
Copy Desk
How the Department of Health writes, its official names, caption starting points, its look, and the translator.
Voice and tone
Read from @dohsocial: the bio and 180 posts, March to October 2026. This is how the Department of Health writes. Our copy should be indistinguishable from theirs.
Who is speaking
An institution, not a person. Calm, confident, forward looking, never salesy. It speaks about Abu Dhabi and its health system far more than it speaks to the reader.
- Mostly third person: "The Department of Health – Abu Dhabi has announced…", "Abu Dhabi continues to…"
- "We" appears on occasions and national days: "On Union Pledge Day, we reflect…"
- "You" appears only in public health and calls to action: "Your family doctor is not just for when you're sick."
- Never "I", never slang in English, never hype.
The big idea, every time
Almost every caption ladders up to one story: moving healthcare from reacting to illness to predicting and preventing it, with people at the centre.
Summit 2026 theme: To Sense is to Predict. The feed keeps returning to: proactive, prevention, early detection, data, genomics, AI, integrated ecosystem, real-world impact, quality of life, longer healthier lives.
How a caption is built
Order
- Arabic first, then English, in one caption. Never two separate posts.
- Hashtags last: Arabic tags first, then English tags.
- Account tags (@) sit before the hashtags when partners are involved.
- English is a faithful translation of the Arabic, same paragraphs, same order.
Length
- Announcements and delegation posts: long, 60 to 150 English words.
- Speaker and interview reels: 40 to 80 words.
- Occasion and statement posts: one or two sentences.
- For live summit content, stay at the short end.
Five openings they use
Closing lines
They end on a short line that names the impact, often in three parts:
English rules
- British spelling. programme, centre, specialised, organised, honoured, recognised, paediatric, tumours, apnoea. They write it this way on every post.
- Name in full on first mention: "the Department of Health – Abu Dhabi", with a spaced en dash. "DoH" only after that, if at all.
- Titles in full: name, comma, title, "of the Department of Health – Abu Dhabi".
- "H.E." before both the Chairman and the Undersecretary (and Directors General). "His Highness" for royals.
- Dates: "20–22 October 2026 | ADNEC Centre Abu Dhabi, UAE".
- Calls to action: "Register through the link in our bio." · "Join the discussion." · "Attend the session."
- Emoji almost never. Only 🇦🇪 on national days, and 📅 📍 in listings.
Arabic rules
- Formal Arabic (MSA) for everything institutional: announcements, speakers, the summit.
- Emirati dialect only for human, community posts, and only in Arabic: "بنظهر الأقوى والأفضل" (Emirati Women's Day), "أنا خلصت… الحين دوركم!" (summer festival). Not for the summit.
- Honorifics differ from English: معالي for the Chairman, سعادة for the Undersecretary and Directors General, سمو for His Highness. English uses "H.E." for both معالي and سعادة.
- Plural address in calls to action: سجّلوا، كونوا، انضموا.
- Western digits in Arabic text: 2026، 20–22 أكتوبر. Arabic comma ،.
- Keep the dash in the name: دائرة الصحة – أبوظبي.
- Brand names in Arabic script when the feed does (كليفلاند كلينك أبوظبي، بيورهيلث), Latin when it does (M42, Hub71).
Words they use
What they never do
Figures only when the department has published them, for example "59% to 80% by 2030", "more than 2,100 patients".
Hashtags
Summit posts
#دائرة_الصحة_أبوظبي #قمة_مستقبل_الصحة #أبوظبي
#FutureHealthSummit #DoHAbuDhabi
Everyday department posts
#أبوظبي_مجتمع_معافى #أبوظبي
#AHealthierAbuDhabi #AbuDhabi
Accounts they tag: @adphc_ae (Abu Dhabi Public Health Centre), @clevelandclinicabudhabi, @purehealthae, @mbzuai, @investinabudhabi.
Summit captions
Starting points for the deliverables in the brief, written in the department's pattern. Fill the brackets, then send through comms for approval.
Lines from the brief
The English is the brief's. The Arabic is our proposed version needs comms approval
| Use | English | العربية |
|---|
Glossary
Official names and terms, as the department writes them in its own captions. Click any term to copy it. The translator uses this list every time.
| Type | English | العربية |
|---|
Visual language
What their posts look like, so copy is written to fit the frame. Their templates are mandatory and come from their team by 17 October. This is the read off the feed until then.
Two looks on one feed
1 · Department posts
- Warm beige or soft white background, lots of air.
- Arabic headline right aligned in deep teal, bold. English below it, smaller.
- Department logo lockup top right, Arabic and English.
- Fine line art: radiating lines, dot grids, thin concentric rings. A short teal rule under headlines.
- Science imagery tinted soft teal and cyan, shallow focus.
- Partner logos in a white rounded strip along the bottom.
2 · Summit identity
- White to pale grey blue background.
- "ABU DHABI / FUTURE HEALTH SUMMIT" in a light, widely spaced capital sans, in burgundy.
- Flowing blue wave and particle lines.
- "To Sense is to Predict" in a light sans, blue.
- Summit wordmark and department emblem side by side, split by a thin vertical rule.
- Date line with a small calendar icon: 20–22 أكتوبر 2026.
Colours
The frames copy has to fit
التميز في الرعاية الصحية
within healthcare sector
Department post. Arabic headline, 2 lines, about 4 to 6 words a line. English under it, same meaning, shorter.
HEALTH
SUMMIT
to Predict
الذي يرسم ملامح مستقبل الصحة
Summit post. A short Arabic line bottom right, the English theme line upper right, date bottom left.
Supers on video. Arabic on top, bold; English under it. Both lines in one translucent slate box. Keep each to one line where possible.
Name super. English name left, Arabic name right, each over a thin white rule, title small beneath. Get names and titles exact from the glossary.
طموح مشترك.
one shared ambition.
Reel cover. Full-bleed photo, centred bilingual line with a short white divider. Two to five words each side.
Writing for the frame
- Arabic runs about 20 to 25 percent longer than English. Write the English short so the Arabic fits.
- Subtitles: one line, about 42 characters, two lines at most. The translator's "Subtitles" mode keeps your line breaks exactly.
- Headlines on posts: a statement, not a sentence. No full stop unless it is two short statements ("Three cities. One shared ambition.").
- People are shown as they are: real staff, real speakers, natural light, calm framing. Emirati people front and centre.
- Photography leads, graphics support. No cartoon icons, no stock smiles.
- Their brief: real 2026 photography for the kick-off carousel, no archive images.
Scope watch
What we quoted (QUO-0492) against what is on the desk. Anything beyond the quote is marked Extra.
Access
Who is on the desk, every sign-in, the codes, the team list and the client folder.