Al-Futtaim Toyota Celebrates Emirati Women’s Day with a Journey into Herstory Campaign
Al-Futtaim Toyota Celebrates Emirati Women’s Day with Inspiring Campaign: A Journey into Herstory
Date: Aug. 28, 2024
In a significant nod to the notable contributions of women in the United Arab Emirates, Al-Futtaim Toyota has launched a pioneering campaign for Emirati Women’s Day, aptly titled “Journey into Herstory.” This innovative initiative, in collaboration with the Roads and Transport Authority (RTA) and the creative minds at Memac Ogilvy, transforms the streets of the UAE into captivating narratives, celebrating the legacies of influential Emirati women who have helped shape the nation.
Honoring Women Through Storytelling
The concept of the campaign is refreshingly unique. It emphasizes storytelling in a way that connects the community to the historical figures behind the names of notable streets. Cities are often defined not just by their architecture or infrastructure, but by the cultural legacies that have shaped them. Al-Futtaim’s campaign spotlights iconic streets like Sheikha Fatima Bint Mubarak Street and Latifa Bint Hamdan Street, richly narrating the lives of these remarkable women through geo-targeted audio stories.
Using innovative geolocation technology integrated with Yango Maps, individuals traveling down these streets receive audio snippets narrated by female Emirati voiceover artists. Each story provides not just a name but a narrative about the woman behind it—her life, her achievements, and her enduring impact on society. This approach not only enriches the driving experience but also fosters a deeper understanding of the contributors to Emirati society.
Engaging the Community
Al-Futtaim Toyota’s campaign extends beyond audio stories. The campaign is strategically designed to engage the community through multiple platforms. Eye-catching out-of-home (OOH) advertisements are being displayed in bustling areas across the country, raising awareness and sparking conversations about the significant roles women have played in the UAE’s development. These advertisements are set against the backdrop of daily life, where people can reflect on the narratives intertwined with the locations they pass by each day.
In addition, radio announcements woven into the daily traffic reports are educating commuters about the names of streets and the women they honor. This audio content serves as a constant reminder of the impact these women have had in creating a more inclusive and equal society. On social media, the campaign is bolstered with engaging content that amplifies the stories and achievements of the women featured in the initiative.
The Legacy of Emirati Women
The timing of this campaign is poignant, as it not only coincides with Emirati Women’s Day but also seeks to elevate the efforts of women who have championed gender equality and empowerment throughout the UAE’s history. Women like Sheikha Fatima Bint Mubarak—known as the Mother of the Nation—and Latifa Bint Hamdan have inspired countless others through their dedication and leadership in various fields, including education, health care, and social reform.
By shining a spotlight on these historical figures, the campaign promotes a renewed appreciation for the contributions of women in shaping modern Emirati society. It encourages reflection on how these stories resonate with the experiences of women today, highlighting the continual journey toward equality and empowerment.
Powerful Comments from Leadership
Saad Abdullah, General Manager of Marketing and Communications for Al-Futtaim Toyota, encapsulates the spirit of the campaign. He stated, “Our legacy in the UAE is deep-rooted, and for Emirati Women’s Day, we wanted to highlight and bring to life the stories of the iconic individuals who paved the way for all women in the UAE today. They helped shape the nation and empowered others, and we felt the best way to celebrate these women was by bringing public awareness to their lives and achievements.”
This statement underscores the intent behind the campaign: to foster a sense of pride and knowledge among UAE residents regarding their heritage. By linking modern technology with rich local history, Al-Futtaim Toyota supports the notion that understanding our past is vital for progress.
Looking Ahead
The “Journey into Herstory” initiative is designed to continue beyond the celebration of Emirati Women’s Day, ensuring that the stories remain part of the public consciousness. This longitudinal approach is crucial, as it aims to inspire future generations, encouraging young Emirati women to aspire to the same heights as those who came before them.
In conclusion, as the UAE moves forward into a future that continually champions gender equality and empowerment, initiatives like these serve as powerful reminders of the cultural legacies that shape the nation. Al-Futtaim Toyota’s “Journey into Herstory” is not just a campaign—it’s a movement that elevates women’s narratives, preserves their legacies, and inspires an ongoing conversation about the vital roles they play in society today. These are stories that deserve to be told, celebrated, and remembered, not just today but always.
