Great Ads for a Better Future Arrive At 40th IAA World Congress in Dubai

Award-winning creative campaigns related to global solidarity and sustainable development on public display at Dubai International Convention Centre

Dubai, March 20, 2006 - The power of advertising to do good and influence public opinion for the better will be showcased during a special exhibition being held as part of the 40^th International Advertising Association World Congress and Exhibition that begins today at the Dubai International Convention Centre.

The 'ACT Responsible Exhibition: Great Ads for a Better Future,' showcases more than 350 ad campaigns from 37 countries on five continents - all focused on the theme of sustainable development and global solidarity.

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 40^th IAA World Congress is held in association with the Dubai Chamber of Commerce & Industry and Dubai Media City.

The 40^th 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 40^th IAA World Congress in Dubai is one of the largest in the association's history.

- Ends -

Notes to Editors:
About the International Advertising Association (IAA):
The IAA has grown from a tripartite organization (advertisers, advertising agencies, media) into a one-of-a-kind strategic partnership which champions the common interest of all enterprises involved in the branding process.

The IAA is the only global partnership of marketing communications professionals and draws its members on a local, regional and global scale. The membership comprises enterprises and individuals committed to brand building. Headquartered in New York, the IAA currently has over 75 Chapters worldwide - from Argentina to Australia, from China to Chile.

The IAA UAE Chapter was founded in 1979 and has a membership base of nearly 250. The Chapter is currently the largest chapter in the world and has won the Chapter Award for Excellence twice.

For more information on the IAA, please visit www.iaaglobal.org.

For further information, please contact:
Kate Mullen/Lisa George
ASDA'A Public Relations,
Dubai, UAE
Tel: +9714-3344550
Fax: +9714-3344556