Stills from Emirates Global Aluminium's Emirati Women's Day 2025 campaign. Emirates Global Aluminium (EGA) has launched a four-part video campaign to celebrate Emirati Women’s Day, spotlighting female Emirati engineers working at EGA.
The campaign follows testimonials from EGA’s Emirati women employees’ support systems, ranging from proud mothers and sisters, who unanimously share their pride for their family’s engineers.
It also adds to EGA’s Break The Mould brand platform, which tackles the underrepresentation of women in heavy industry by engaging young women studying Science, Technology, Engineering and Mathematics (STEM) subjects.
“Behind each woman working at EGA is an individual story of determination, resilience and ambition,” says Theodora Gabrah, Corporate Communications, EGA. “By featuring these women, we celebrate their contributions and hope their authentic stories inspire the next generation of women to consider a career in heavy industry.”
National statistics confirmed high female STEM graduation rates but low industry representation. Globally, women account for just 8–17 per cent of the mining and metals workforce, 22.7 per cent in oil and gas, and 20 per cent in energy.
Additionally, “speaking with women in the industry, we revealed that their successes weren’t just individual but deeply supported and inspired by their communities – a powerful insight that shaped campaign’s core message of collective achievement,” says Mirna Eskarous, Regional Director, The Studio – MENA, and Creative Director, Burson.
Therefore, these insights led to the campaign’s ideation, which answers the client’s mandate of reflecting the spirit of unity at the heart of the UAE’s Year of Community national initiative.
“EGA’s goal is to have women hold 25 per cent of supervisory roles by the end of 2025, and 15 per cent of all EGA roles by the end of 2026,” says Gabrah. “Ultimately, it’s about celebrating our people, the people around them, and reinforcing our commitment through their genuine achievements.”
Furthermore, the campaign highlights EGA’s current achievements in diversity, equity and inclusion (DEI).
“Our drive to promote gender diversity in the industrial sector is rooted in the belief that diverse organisation simply perform better,” Gabrah says. “In the past year alone, EGA has welcomed more than 180 women, including 96 UAE Nationals.”
“By featuring real EGA employees and their families, we bring their success stories to life in a way that is both tangible and inspiring,” says Eskarous. “This authenticity was our top priority, especially for a campaign designed to engage EGA’s internal workforce and to connect with and inspire future talent.”
Additionally, Eskarous explains that Made by Many highlights the collective support systems that empower these women, “a concept that is deeply rooted in Emirati culture.”
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In terms of roll out, the campaign has launched online across EGA’s social platforms. EGA has also considered that the company’s employees featured in the campaign will amplify it through word-of-mouth and organic shares. Finally, the campaign will also run across broadcast media.
Since the campaign launched today (28 August, 2025), EGA says it can’t comment on the success of Made by Many, but aims to reach the same success of its predecessor Break The Mould, which reached hundreds of thousands with authentic, operational portrayals of women, challenging long-held stereotypes about heavy industry.
Credits:
Client: Emirates Global Aluminium
Theodora Gabrah: Senior Manager- Corporate Communication
Khadija Mohamed Abdulrahman AlMarzooqi: Senior Associate- Corporate Communications
Fatima AlMutawa: Manager, Corporate Communications
Agency: Burson
Account Director: Alexander Pieri
Regional Creative Director: Mirna Eskarous
Regional Strategy Director: Nick Tapley
Senior English Copywriter: Amar Beydoun
Arabic Copywriter: Leen Nasreddin
Production Lead: Farah ElSayagh
Senior Production Manager: Makram Abi Faraj
Production Coordinator: Judy Abdrabo
Senior Creative Designer: Sally Mallat
Art Director: Ahmad Farag
Senior Art Director: Nicolas Maalouf
Photographer: Amani AlShaali
Production team:
Director/DOP: Hani Talat
Editor: Ahmed Nabil
Colorist: Ahmed Yakoot
Artist: Mark Nashed
