A health official draws a dose of AstraZeneca's Covid-19 vaccine. The misinformation about Covid-19 vaccines is largely to be blamed for vaccine hesitancy. Reuters
A health official draws a dose of AstraZeneca's Covid-19 vaccine. The misinformation about Covid-19 vaccines is largely to be blamed for vaccine hesitancy. Reuters
A health official draws a dose of AstraZeneca's Covid-19 vaccine. The misinformation about Covid-19 vaccines is largely to be blamed for vaccine hesitancy. Reuters
A health official draws a dose of AstraZeneca's Covid-19 vaccine. The misinformation about Covid-19 vaccines is largely to be blamed for vaccine hesitancy. Reuters

What role can marketers play in vaccinating the world?


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This time last year, a number of my friends spent their Ramadan nights praying for pharmaceutical companies to come up with a Covid-19 vaccine soon so the devastation caused by the pandemic could end, and they can go back to their normal lives.

The vaccine came but it did not come soon enough. We have lost more than 3 million people to the pandemic around the world. The world economy was tipped into its deepest recession since 1930s and unemployment rates in major economies such as the US climbed to the highest level since in decades. Now that multiple vaccines are available and there is a possibility of ending the pandemic-driven devastation, the same friends are hesitant to take the vaccine, and would rather push their decision to inoculate to a later date.

Vaccine hesitancy 

The misinformation about Covid-19 vaccines is largely to be blamed for people's suspicions and hesitancy towards inoculation. The 2021 Edelman Trust Barometer report revealed that 59 per cent people who practice poor "information hygiene"  – not checking the source of information shared – are less willing to get vaccinated within the first year of its availability. However, 70 per cent of those who practice good information hygiene are likely to take the Covid-19 vaccine jabs.

UAE's success in mass inoculation 

The UAE is leading by example when it comes to circulating the correct information and the public’s access to medical professionals to address their concerns. The country has passed the milestone of 10 million vaccine doses administered, with half of the UAE's population inoculated. However, elsewhere in the world it still proves to be challenge, which puts lives at risks and one where marketers can assist.

Disseminating correct information

With so much misinformation and mistrust clouding people’s judgement, counter measures are needed. Business is the most trusted institution with a global trust level of 61 per cent, according to the Edelman report. A partnership between businesses and marketers can help in disseminating the correct information. This can be achieved through retail space messaging, through social media pages of businesses, through messages by chief executives and by hosting virtual seminars/webinars with doctors who can address people’s concerns.

Businesses can also help by diverting part of their social responsibility budgets towards mass inoculation awareness programmes. They can fund hotlines where people can reach medical professionals to answer their concerns.

Marketers and businesses can also tie-up with health authorities’ in funding and producing creative public service advertisement campaigns to encourage people to vaccinate.

Combating misinformation

Because misinformation is widely spread, we need to double the effort to get the right messages out, and they should be shared through the same platform where misinformation spread from. Marketers need to follow the same creative approach when promoting a product or service.

This means that the messages should speak differently to different target groups in channels they are tuned into and should be in their languages. Businesses can collaborate with influencers on social media to reach different target groups. Perhaps a social media personality’s page can be used to host a live session to debunk the misinformation.

The message should also be packaged differently and not be repetitive as it will lose people’s attention. As with any advertising message, it will take time to build trust. However, working on the right message and collaborating with the right people to share it is key to success.

Vaccine rewards 

Some of the most effective marketing campaigns are ones that would include an offer, a discount or a prize. In the case of vaccines, the reward is to be reunited with your loved ones, to protect the world and going back to our “normal” lives. This is what the audience needs to be reminded of constantly.

One way to build a sense of community around that and to encourage people is for businesses to award those vaccinated with special membership benefits, or a special wrist band or bumper sticker that they can wear to show their support and encourage others to do the same. On a government level this can be achieved by waiving certain fees or offering a reward programme in collaboration with the business sector.

People’s behaviours can be changed with the collaboration of creative marketers and it can help the world achieve its vaccination goals faster.

Manar Al Hinai is an award-winning Emirati journalist and entrepreneur, who manages her marketing and communications company in Abu Dhabi.

Keane on …

Liverpool’s Uefa Champions League bid: “They’re great. With the attacking force they have, for me, they’re certainly one of the favourites. You look at the teams left in it - they’re capable of scoring against anybody at any given time. Defensively they’ve been good, so I don’t see any reason why they couldn’t go on and win it.”

Mohamed Salah’s debut campaign at Anfield: “Unbelievable. He’s been phenomenal. You can name the front three, but for him on a personal level, he’s been unreal. He’s been great to watch and hopefully he can continue now until the end of the season - which I’m sure he will, because he’s been in fine form. He’s been incredible this season.”

Zlatan Ibrahimovic’s instant impact at former club LA Galaxy: “Brilliant. It’s been a great start for him and for the club. They were crying out for another big name there. They were lacking that, for the prestige of LA Galaxy. And now they have one of the finest stars. I hope they can go win something this year.”

Jetour T1 specs

Engine: 2-litre turbocharged

Power: 254hp

Torque: 390Nm

Price: From Dh126,000

Available: Now

Scoreline

Bournemouth 2

Wilson 70', Ibe 74'

Arsenal 1

Bellerin 52'

Zidane's managerial achievements

La Liga: 2016/17
Spanish Super Cup: 2017
Uefa Champions League: 2015/16, 2016/17, 2017/18
Uefa Super Cup: 2016, 2017
Fifa Club World Cup: 2016, 2017

Labour dispute

The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.


- Abdullah Ishnaneh, Partner, BSA Law 

UAE currency: the story behind the money in your pockets
Mina Cup winners

Under 12 – Minerva Academy

Under 14 – Unam Pumas

Under 16 – Fursan Hispania

Under 18 – Madenat

RESULTS

5pm: Wathba Stallions Cup Maiden (PA) Dh 70,000 (Dirt) 1,600m
Winner: Samau Xmnsor, Abdul Aziz Al Balushi (jockey), Ibrahim Al Hadhrami (trainer)
5.30pm: Maiden (PA) Dh 70,000 (D) 1,600m
Winner: Ottoman, Szczepan Mazur, Abdallah Al Hammadi
6pm: Maiden (PA) Dh 70,000 (D) 1,800m
Winner: Sharkh, Patrick Cosgrave, Helal Al Alawi
6.30pm: Handicap (PA) Dh 85,000 (D) 1,800m
Winner: Yaraa, Fernando Jara, Majed Al Jahouri
7pm: Handicap (PA) Dh 70,000 (D) 2,000m
Winner: Maaly Al Reef, Bernardo Pinheiro, Abdallah Al Hammadi
7.30pm: Maiden (PA) Dh 70,000 (D) 1,000m
Winner: Jinjal, Fabrice Veron, Ahmed Al Shemaili
8pm: Handicap (PA) Dh 70,000 (D) 1,000m
Winner: Al Sail, Tadhg O’Shea, Ernst Oertel

AT%20A%20GLANCE
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UAE currency: the story behind the money in your pockets
If you go...

Etihad Airways flies from Abu Dhabi to Kuala Lumpur, from about Dh3,600. Air Asia currently flies from Kuala Lumpur to Terengganu, with Berjaya Hotels & Resorts planning to launch direct chartered flights to Redang Island in the near future. Rooms at The Taaras Beach and Spa Resort start from 680RM (Dh597).

Our family matters legal consultant

Name: Hassan Mohsen Elhais

Position: legal consultant with Al Rowaad Advocates and Legal Consultants.

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Thor: Ragnarok

Dir: Taika Waititi

Starring: Chris Hemsworth, Tom Hiddleston, Cate Blanchett, Jeff Goldblum, Mark Ruffalo, Tessa Thompson

Four stars

GOLF’S RAHMBO

- 5 wins in 22 months as pro
- Three wins in past 10 starts
- 45 pro starts worldwide: 5 wins, 17 top 5s
- Ranked 551th in world on debut, now No 4 (was No 2 earlier this year)
- 5th player in last 30 years to win 3 European Tour and 2 PGA Tour titles before age 24 (Woods, Garcia, McIlroy, Spieth)

ESSENTIALS

The flights

Emirates flies from Dubai to Phnom Penh via Yangon from Dh2,700 return including taxes. Cambodia Bayon Airlines and Cambodia Angkor Air offer return flights from Phnom Penh to Siem Reap from Dh250 return including taxes. The flight takes about 45 minutes.

The hotels

Rooms at the Raffles Le Royal in Phnom Penh cost from $225 (Dh826) per night including taxes. Rooms at the Grand Hotel d'Angkor cost from $261 (Dh960) per night including taxes.

The tours

A cyclo architecture tour of Phnom Penh costs from $20 (Dh75) per person for about three hours, with Khmer Architecture Tours. Tailor-made tours of all of Cambodia, or sites like Angkor alone, can be arranged by About Asia Travel. Emirates Holidays also offers packages. 

The specs

Price, base / as tested Dh12 million

Engine 8.0-litre quad-turbo, W16

Gearbox seven-speed dual clutch auto

Power 1479 @ 6,700rpm

Torque 1600Nm @ 2,000rpm 0-100kph: 2.6 seconds 0-200kph: 6.1 seconds

Top speed 420 kph (governed)

Fuel economy, combined 35.2L / 100km (est)

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Fourth Arab Economic and Social Development Summit

As he spoke, Mr Aboul Gheit repeatedly referred to the need to tackle issues affecting the welfare of people across the region both in terms of preventing conflict and in pushing development.
Lebanon is scheduled to host the fourth Arab Economic and Social Development Summit in January that will see regional leaders gather to tackle the challenges facing the Middle East. The last such summit was held in 2013. Assistant Secretary-General Hossam Zaki told The National that the Beirut Summit “will be an opportunity for Arab leaders to discuss solely economic and social issues, the conference will not focus on political concerns such as Palestine, Syria or Libya". He added that its slogan will be “the individual is at the heart of development”, adding that it will focus on all elements of human capital.

The Perfect Couple

Starring: Nicole Kidman, Liev Schreiber, Jack Reynor

Creator: Jenna Lamia

Rating: 3/5

War and the virus
Scoreline

Al Wasl 1 (Caio Canedo 90 1')

Al Ain 2 (Ismail Ahmed 3', Marcus Berg 50')

Red cards: Ismail Ahmed (Al Ain) 77'

How to get exposure to gold

Although you can buy gold easily on the Dubai markets, the problem with buying physical bars, coins or jewellery is that you then have storage, security and insurance issues.

A far easier option is to invest in a low-cost exchange traded fund (ETF) that invests in the precious metal instead, for example, ETFS Physical Gold (PHAU) and iShares Physical Gold (SGLN) both track physical gold. The VanEck Vectors Gold Miners ETF invests directly in mining companies.

Alternatively, BlackRock Gold & General seeks to achieve long-term capital growth primarily through an actively managed portfolio of gold mining, commodity and precious-metal related shares. Its largest portfolio holdings include gold miners Newcrest Mining, Barrick Gold Corp, Agnico Eagle Mines and the NewMont Goldcorp.

Brave investors could take on the added risk of buying individual gold mining stocks, many of which have performed wonderfully well lately.

London-listed Centamin is up more than 70 per cent in just three months, although in a sign of its volatility, it is down 5 per cent on two years ago. Trans-Siberian Gold, listed on London's alternative investment market (AIM) for small stocks, has seen its share price almost quadruple from 34p to 124p over the same period, but do not assume this kind of runaway growth can continue for long

However, buying individual equities like these is highly risky, as their share prices can crash just as quickly, which isn't what what you want from a supposedly safe haven.

COMPANY PROFILE
Name: Kumulus Water
 
Started: 2021
 
Founders: Iheb Triki and Mohamed Ali Abid
 
Based: Tunisia 
 
Sector: Water technology 
 
Number of staff: 22 
 
Investment raised: $4 million