Emirati Women’s Day: How are brands celebrating?

August 28, 2018 4:32 pm


“As a young girl, I watched one of the interviews of the late Sheikh Zayed stating: ‘The woman is half of the society, any country which pursues development should not leave her in poverty or illiteracy. I am on the woman’s side.’ From then on, every accomplishment I have achieved was for the sole reason of making Sheikh Zayed proud for he has always been ‘on my side’.”

That was a quote from Dr. Sarah Ibrahim Galadari, Clinical Operations Manager at the Dubai Dental Clinic.

The Dubai Dental Clinic, like many other brands, has decided to celebrate and champion Emirati women on this special day. Their gesture came in the form of a succinct, heartfelt quote.

So, how are other brands celebrating?

Etihad Airways

Etihad Aviation Group is marking 2018 Emirati Women’s Day by hosting several events at its Abu Dhabi headquarters and releasing a video series that focuses on women in aviation.

Etihad’s video series decided to opt for a smaller scope, focusing on their female engineers. One of those videos puts the spotlight on Mahra Al Marzouqi, one of their trainee engineers. She reminisces on her time in university, when she was the only female in her class, and acknowledges the increasing number of female engineers in the field of aerospace engineering.

The ad is subtle and low-key but effective, celebrating Emirati women in the airline industry.

READ: Infographic: How women’s driving will transform Saudi job market

Dubai Holding

Dubai Holding, which has $35.4 billion in assets, opted for a similarly subtle ad. The short spot celebrates women in all fields, professional or otherwise, mirroring how their own company owns assets in a wide range of sectors.

Dubai Airports

Dubai Airports, the operator of DXB, launched an ad focusing on motherhood, and the powerful bond between mother and daughter. The ad depicts several mothers advising their daughters on becoming the leaders of the future.

READ: Top women in business: The list keeps growing

Expo 2020 Dubai

“We have moved beyond the phase of empowering women. Indeed, we are empowering society itself through its women,” reads Expo2020’s 30-second spot. Utilizing a few clips of women at work, coupled with bombastic music, the ad seeks to declare that Emirati women are already shaping society and taking part in it.

Emirates Airlines

Emirates decided to take a general caption of their female staff, dubbed “The Daughters of Zayed.” Posing in front of the camera, each of them came forward and announced their role at the aviation company, revealing women in posts from across the field.

At the end, each of them reminds us of the importance the late Sheikh Zayed played in getting women to where they are today, with a collective: “We are all Daughters of Zayed.”

READ: Why 76% of women are NOT driving in Saudi Arabia

McDonald’s UAE

The American fast-food chain celebrated with a simple image, with the McDonald’s logo side by side with the Emirati Women’s Day flag, depicting the franchise’s dedication to walk side by side with these women as they continue to shape UAE society.

ADNOC

The Abu Dhabi National Oil Company (ADNOC), in celebration of the 4th annual Emirati Women’s Day – and its theme of Women on the Course of Zayed – reaffirmed its commitment to empower women, drive gender diversity and promote inclusivity in the oil and gas sector as part of its 2030 growth strategy, focused on People, Profitability, Performance and Efficiency.

Dr. Sultan Al Jaber, UAE Minister of State and ADNOC Group CEO, said: “The ADNOC Group is proud to recognize Emirati Women’s Day and celebrate our female colleagues and the roles they play in UAE society and at ADNOC.  Emirati women work across all aspects of ADNOC’s operations, from corporate offices to remote fields. Their achievements serve as a testament to the unwavering efforts of our nation’s Founding Father, the late Sheikh Zayed bin Sultan Al Nahyan, whose vision was to support and empower women.

READ: Emirati “Women on the Course of Zayed”

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Mark Anthony Karam
By Mark Anthony Karam
Journalist
Mark Anthony Karam has 3 years experience in the field of visual and written media, having earned his Masters degree from the UK. You can get in touch with him here: [email protected]



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