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posted on Oct. 29, 2025 at 12:39 pm

Dubai Airports campaign talks with People of Determination, not about them

posted on Oct. 29, 2025 at 12:39 pm

Dubai Airports' VP Brand and Communications Michelle Lee talks to Campaign Middle East about the We All Meet the World Differently campaign, which goes beyond infrastructure to empathy, mindset and culture change.

Dubai Airports accessibility campaign

Dubai Airports has launched a powerful accessibility campaign titled “We All Meet the World Differently” to change how people think about accessibility – from a compliance requirement to a mindset rooted in empathy and inclusion.

Bringing Dubai Airports’ accessibility journey to life, the campaign highlighted that when travel works better for People of Determination, it works better for everyone.

Co-created with People of Determination, the campaign was grounded in real stories and lived experiences, and centred around three clear objectives, including raising awareness of the accessibility services available at DXB; shifting perceptions of accessibility from infrastructure to human

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Tags:accessibility Ahmed Butti compliance Dnata Dubai Airports Dubai Customs Dubai Duty Free Dubai Police DXB Ellis Emirates Empathy Fatma Al Jassim flydubai FREEDM GDRFA human connection inclusion Jessica Smith Layth Kamal lived experiences Michelle Lee oneDXB people of determination real stories Team Angel Wolf The Mojo Group Yasmin Carey

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.