My Work
All Work
Every piece of work for the summit, who has it now, and how far along it is.
Schedule
What is due, day by day. Sessions and signings appear as the agency confirms them.
Speakers
Everyone on the summit’s published agenda: face, title, company and when they are on stage. Search a name, a company or a session.
From the summit’s own speakers page and agenda, 18-10-2026. Times are Abu Dhabi time. If the agenda changes, Navin updates it here.
Copy Desk
How the Department of Health writes, its official names and caption starting points, 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 |
|---|
Team
Who is on the summit, what each person covers, and who reports to whom.
Floor Plan
ADNEC Centre Abu Dhabi. Pick a day: only the places where we have work that day light up.
Redrawn from the summit’s official floor plan, updated 19-10-2026. See the Official Plan
Brand Guidelines
The look every edit, graphic and animation follows: colours, type, layouts and on-screen text.
Colours
Slate blue leads. Brown and ivory beige bring the warmth. Keep the four primary colours dominant and use the two supporting tones only for contrast and infographics.
Type
English · Punkto
- Punkto Regular for headlines.
- Punkto Light for subheadings and body text.
- Headlines strong and short, subheadings lighter, body easy to read.
Arabic · Noto Kufi Arabic
- Noto Kufi Arabic Medium for headlines.
- Noto Kufi Arabic Regular for subheadings and body text.
- Every template carries Arabic and English.
The Main Element
Connected particles in a flowing wave. They stand for people, health, data and technology moving together, and they are the signature on every post, Story and video, still or animated. Realistic photography of real people leads; the particles support it.
Their Templates
From McCann’s visual direction for the summit. These are mandatory: build from the templates, never from scratch. Tap any one to see it full size. The working Illustrator files, logos and fonts are in our project folder “20261019 - FP7 Templates & Guidelines”. Ask Navin for the Drive link.
Speaker Posts
General Static Post
Partnership Announcement
Announcement
Long Text Announcement
MoU Static
MoU Animation
Carousel
Carousel, Short Text
Carousel, Long Text
Quote Card
Insights
Speaker Video Thumbnails
Speaker Teaser
General Videos
Stories
Video
Tone & Story
- Always about real people, real moments and genuine emotion.
- Hopeful, warm and forward looking. Never dramatic, never clinical.
- General videos carry text on screen, a subtitle line and a cover thumbnail.
- Speaker teaser: 0 to 3 sec opening shot with a short bilingual line, 3 to 6 sec title card, 6 to 15 sec the speaker, 15 to 20 sec closing card, plus a cover.
Look
- Natural light or a soft studio set-up.
- No harsh filters, no over-saturation.
- Clean, calm frames. Bring the brand colours in through backgrounds, clothing and props where possible.
- Avoid cluttered or distracting backgrounds.
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, as in “Discovery. Made human.”
- Photography leads, graphics support. No cartoon icons, no stock smiles.
- Real 2026 photography for the kick-off carousel, no archive images.
- Names and titles exactly as in the glossary, in both languages.
Admin
For Knox and Navin: the codes, the team, who signed in, and the count against the quote.