Context
When regional war broke out in late February 2026, supply chains across the Gulf came under pressure and panic buying spread quickly. Demand for bottled water rose more than 24-fold and milk sales more than fivefold.
The Ministry of Commerce and Industry had to keep markets stable and, just as critically, keep the public calm and confident.
The challenge
Contain panic buying and rumours of shortages before they became self-fulfilling. Turn years of behind-the-scenes preparedness, especially the strategic reserve, into a message the public could trust. Speak with one consistent, authoritative voice, fast and around the clock, in Arabic and English.
Our role
We managed the ministry's crisis communications throughout the conflict.
- Narrative. Built the core message around preparedness, with the strategic reserve, covering six months or more of essential goods, as the proof point, supported by diversified supply routes, local production and daily market monitoring.
- C-level media. Supported senior officials with interviews on Qatar TV, Al Rayan TV, QNA and leading local media, giving the public reassurance from the highest level.
- Social media. Ran real-time content on availability, prices, inspection campaigns (about 2,500 inspections a day) and the 16001 hotline, countering rumours quickly with verified facts.
- Monitoring. Tracked public sentiment and media daily to adjust messages as the situation evolved.
Outcome
Despite unprecedented demand, the strategic reserve was never drawn down, and the market saw no shortages or significant price spikes. The ministry remained the trusted reference on market stability, with its preparedness message carried widely across local and regional media.
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