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Anup Oommen
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Emirati Women’s Day: Abu Dhabi’s ATRC catalyses change from community, continuity

Anup Oommen
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On Emirati Women’s Day 2025, ATRC honours the women who make sure progress doesn’t stop with them, but continues for generations to come.

The campaign recognises every Emirati woman from pioneers to peers who transform victories into gateways for others to follow: Not the first, never the last.The campaign recognises every Emirati woman from pioneers to peers who transform victories into gateways for others to follow: Not the first, never the last.

The Abu Dhabi Government’s Advanced Technology Research Council (ATRC), which is is mandated by the Government to shape a vibrant research and development (R&D) ecosystem in Abu Dhabi and to support the UAE’s transformation into a knowledge-based economy, has launched an Emirati Women’s Day campaign titled ‘Not the first, never the last’.

The campaign has been primarily rolled out across social media channels in partnership with socially-led creative agency We Are Social, formerly known as Socialize in the region.

Aimed at people in the UAE, the campaign was specifically targeted for the ATRC and its brand ecosystem audiences, including research pioneers, government bodies, potential part


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Tags:Abu DhabiAbu Dhabi GovernmentAdvanced Technology Research CouncilATRCCampaignEmirati Women’s Dayfuture talentgovernment bodiesknowledge-based economymarketingNever the lastNot the firstpotential partnersresearch and developmentresearch pioneerssocial impactSocializeThando MafongosiThe WorkUAEWe Are Social
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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