Diaa Aljurdi, Associate Communications Director, HAVAS Red Middle EastIn these tough times, it is hard to speak about resilience without thinking of the women and mom leaders in our industry. I’m often asked, “How are you holding up?”
As a mom of two, a team leader, and a Lebanese expat living in the UAE.
The answer lies in resilience: the quiet strength that helps us navigate daily challenges, juggle responsibilities, and move forward with patience, determination, and love.
Every person shows resilience in a different way, but witnessing a nation demonstrate unified resilience is something history will undoubtedly record.
The UAE is home to more than 11 million expatriates, yet across this diverse community people stood by the country, expressing pride in living here during one of the toughest periods and amid the crisis the region is currently experiencing.
This, in itself, reflects how this nation has instilled the concept of resilience in the minds of its people. Individuals who come from different nationalities, cultures, and backgrounds, yet feel a shared sense of belonging and responsibility.
In our industry, we rely on messages, events, campaigns, and meaningful content that connect brands with people and create real impact.
During this period, media and marketers in the UAE demonstrated resilience by adapting empathetic digital communication, prioritising public safety and community solidarity.
Platforms such as WhatsApp and Instagram have become essential tools for real-time updates with staff and clients, while also respecting the space that everyone needed during these difficult times.
This, too, is a form of resilience; and in this country, it is contagious.
Throughout this period, we worked closely with our colleagues and clients to ensure everyone’s safety while continuing to operate under challenging circumstances.
It was important for us to help preserve the image of our brands and advise them on how to respond and navigate such a sensitive moment.
We provided daily social and media listening updates to our clients, not simply as a business practice, but as a way to share meaningful, informative insights across the nation.
These updates helped guide upcoming decisions and ensured that brands remained transparent and responsible in front of their global stakeholders and decision-makers.
What stood out the most for me was the empathy we witnessed from our clients and the maturity demonstrated by my team members.
They remained present, responsible and committed; often staying online late to provide clients with critical updates and insights when they needed them the most.
Now, this is resilience at its best.
By Diaa Aljurdi, Associate Communications Director, HAVAS Red Middle East
