Insights

Arabic is one of the oldest living languages on earth and is distinguished by its unique ability to adapt and evolve. This has made it a cornerstone of the cultural and civilisational identity of the Arab world.
 
Although Arabic is spoken by more than 550 million people around the globe, the language faces several challenges, most notably the lack of significant initiatives to support it, particularly at the local level.
 
In this context, the role of His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, has been pivotal through the establishment of the “Mohammed Bin Rashid Arabic Language Award.”

Imagination

The award aimed to elevate the status of the Arabic language and encourage those dedicated to its advancement, thereby establishing the UAE’s position as a centre of excellence for Arabic language.
 
To achieve this, we developed a comprehensive strategy to support the award’s objectives as the premier recognition for excellence in Arabic language initiatives.
We created a positioning that resonates on both emotional and functional levels, inspiring people to promote Arabic from a fresh perspective.

Integration

With our communication positioning “Arabic From A New Perspective”, we developed a comprehensive year-long strategy for managing social media, digital presence and public relations.
 
This was developed building on the success of our previous strategy from the eighth session of the Mohammed bin Rashid Arabic Language Award, during which we achieved exceptional results, surpassing our Key Performance Indicator (KPI) by twofold.
The success was achieved through our comprehensive coverage of the award’s activities, participation in exhibitions, and documentation of all award stages, from inception through to the announcement of results and winners’ ceremony.