Injeel Moti, Managing Director of Catch CommunicationsEvery August, my feeds flood with beautifully designed posts celebrating Emirati Women’s Day. Brands roll out glossy campaigns, offices share carefully curated graphics, and timelines fill with hashtags about empowerment and progress. It’s a heartening sight but it also raises a question I find myself asking year after year: are we truly celebrating Emirati women, or are we simply performing celebration for the sake of visibility?
Too often, Emirati Women’s Day risks being reduced to a token PR moment. We see the same familiar formula: highlight a handful of high-profile achievers, craft a sleek message, post it on social channels, and move on. While these gestures may look good on the
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