999 Magazine is the first society and security magazine in the UAE. Its first edition was brought out in November 1970 under the name of “Al Shurta Wal Amen Ala’am” afterwards, it became “Al Shurta” Magazine. In 2008, the magazine developed a new brand name and identity – 999- and a new strategy to better communicate with its readers. Its strategy has evolved sound tactics developed for a strong consumer and business reach. 999 monthly is published by the UAE Ministry of Interior in both English and Arabic. It also has an Arabic-language police community supplement. Every edition presents topics that are relevant to its readers, including awareness and social security, history and heritage, healthcare, technology, travel, poetry and other interesting contents. Also, opinion leaders use the magazine as a platform to communicate with 999 readers.