“I am not imposing change on anyone. That is tyranny. All of us have our opinions, and these opinions can change. Sometimes we put all opinions together and then extract from them a single point of view. This is our democracy.”
– H.H. Sheikh Zayed, father of our nation
The UAE is the Arab world’s happiest country, according to World Happiness Report, an annual survey released earlier this year. Ranking 28th in the world, it is no surprise that the UAE is constantly on the hot list worldwide, I mean, we have a Minister of Happiness, isn’t that self-explanatory enough?
It doesn’t end there. The UAE Government is continuously creating great initiatives to give a sense of unity and communality. These initiatives allow corporations to compete in a friendly manner for a positive outcome in order to differentiate the UAE from other states around the world. One unique example is the initiative of ‘Year of Zayed 2018’.
Previously, we saw great successes with the ‘Year of Reading 2016’ and ‘Year of Giving 2017’. What we have seen so far in 2018 is the system the late Sheikh Zayed founded, which is based on the unity of people from different nationalities. From the very beginning, our Founding Father placed fundamental importance on human relationships, the core of our industry.
Communication agencies are not only incorporating the human element in their strategies, but also including the other key themes of the late Sheikh Zayed, such as wisdom, respect and sustainability. All of which lead to a happier nation that communicates in a more innovative manner with the willingness to continuously contribute to the UAE’s progress.
It is not news that the UAE loves breaking world records. Keep an eye for part 2 to see what communication agencies have done to break world records under the theme of ‘Year of Zayed’.
Rima Al Jareh is Senior Account Executive at Cicero & Bernay Public Relations, an independent PR agency headquartered in Dubai offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me