The campaign recognises every Emirati woman from pioneers to peers who transform victories into gateways for others to follow: Not the first, never the last.The Abu Dhabi Government’s Advanced Technology Research Council (ATRC), which is is mandated by the Government to shape a vibrant research and development (R&D) ecosystem in Abu Dhabi and to support the UAE’s transformation into a knowledge-based economy, has launched an Emirati Women’s Day campaign titled ‘Not the first, never the last’.
The campaign has been primarily rolled out across social media channels in partnership with socially-led creative agency We Are Social, formerly known as Socialize in the region.
Aimed at people in the UAE, the campaign was specifically targeted for the ATRC and its brand ecosystem audiences, including research pioneers, government bodies, potential partners, future talent, while also hoping to reach the wider public with this important message.
True to its name, the campaign – which has two hero videos – shifts the spotlight from ‘the first’ to ‘never the last’. The campaign’s success is being measured in terms of reach and video views.
Too often, women are celebrated only when they break records or barriers. ATRC’s campaign challenges that narrative, honouring not just the trailblazers, but the women who opened doors and those keeping them open today.
“ATRC believes real change isn’t built in isolation; it’s built in community and continuity and we wanted to showcase that,” said Thando Mafongosi, Strategy Partner, We Are Social.
Mafongosi added, “This campaign celebrates Emirati women who turn breakthroughs into beginnings, ensuring no one walks the path alone.”
The campaign positions progress as a shared momentum rather than a singular achievement. It recognises every Emirati woman from pioneers to peers who transform victories into gateways for others to follow: Not the first, never the last.
This Emirati Women’s Day, ATRC honours the women who make sure progress doesn’t stop with them, but continues for generations to come.
CREDITS:
Client: Abu Dhabi Government’s Advanced Technology Research Council (ATRC)
Agency: We Are Social
Peter Mazloumian: Senior creative // copy
Thando Mafongosi: Strategy partner
Anas Abdel-Aziz: Business unit manager
Sayli Jadhav: Senior creative // Art
Walaa Osman: Senior designer
Janvi Mehta Goradia: Senior account executive
Alisha Gopiraj: Senior post-production manager
Owais Awan: Creative designer
