Briefly speaking: Abu Dhabi Municipality

People hate being told what to do. Often, they don't care for the things that belong to them. Worse, when your target audience is primarily expatriates, how do you make them care about something that doesn't belong to them? How do you pursuade people to keep their city clean? You use the carrot and carrot approach. You reward them for selfless acts. As popular scientist Richard Dawkins posits in his book The Selfish Gene, most selfless acts are driven by selfishness. My one line brief to help the Abu Dhabi Municipality clean up our act: Help your city shine, and we'll help you shine.