Emirati Women’s Day (EWD) offers brands an opportunity to spotlight local talent. Yet, too often, these campaigns reduce the opportunity to tokens and symbols, rather than turning to Emirati women as collaborators who can help brands reflect the culture, identity and values of local communities.
In a market where authenticity is increasingly under scrutiny, EWD can serve as a mirror – reflecting the progress brands have made and the gaps that remain.
Emirati Women’s Day: From celebration to stewardship
Campaign Middle East speaks to UAE Nationals, leaders who call for marketers to address ongoing challenges in representation, dismantle tokenism and explore how Emirati voices can
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