To commemorate the occasion while underscoring its position as a pivotal player in Dubai’s business landscape, TECOM Group, a facilitator of 10 business districts across Dubai, launched an integrated campaign on Emirati Women’s Day (August 28th ) that honors the Emirati women within its private sector community.

TECOM Group tapped into its network of customers and professionals with the goal of:

1. Celebrating the economic contributions of Emirati women, a journey TECOM Group has been intricately linked with over the past two decades.

2. Change negative perception of Emirati women towards the private sector of not feeling included and welcomed.

3. Demonstrating the private sector as a safe and inclusive space for Emirati women.

4. Activate TG’s community in a meaningful conversation.

Moving away from typical, unauthentic “Emirati Women’s Day” campaigns, Hands of Tribute launched a movement that actually made an impact and changed perceptions. We launched an integrated campaign that celebrates Emirati women the way they celebrate milestones – with the art of Henna – and invited the private sector community to take part in this tradition. Adorning their palms with Arabic calligraphy designs of words describing Emirati women acted as a public display of openness, embrace and respect of Emirati women who often feel excluded from the expat-dominated community. Knowing that Henna is a natural dye that lasts over 3 weeks when applied to the skin, the community’s hands turned into our walking billboards, spreading our message organically all over Dubai.

Hands of Tribute leveraged TECOM Group's influential position in the UAE business community to celebrate Emirati women's achievements uniquely. Aligning with the UAE Government's Emirati Women’s Day 2023 theme, invited the community to pledge support for inclusivity through the cherished henna art. Engaging TG's 105,000+ community and online followers, the campaign featured a hero video, OOH displays, and on-ground activations, breaking away from corporate norms to infuse genuine celebration into Emirati Women’s Day.

On Emirati Women’s Day (August 28th), TECOM Group reached out to the private sector community and took 10 words describing the essence of Emirati women. We then turned them into Arabic calligraphy to be placed on people’s palms, using henna art, as a pledge and symbol of inclusivity and respect of their culture. We collaborated with professional Henna artists on-ground across various districts in Dubai, to adorn the community’s palms and partake in this tradition – they could even join in on social platforms through an interactive lens. The end result was mass participation all over Dubai, and a genuine celebration that spread the message of inclusivity, organically, for weeks on end.

Thousands of TECOM Group’s visitors and professionals raised their Hands of Tribute in-person and online, endorsing the campaign's positive message.

The integrated efforts achieved:

• A ONE-DAY EVENT TURNED TO THREE WEEKS OF REACH

• 2,000+ HANDS OF HENNA

• PR REACH OF MORE THAN 1 MILLION

• OVER 230,000 OTS THROUGH DIGITAL BILLBOARDS

• 1,600 USES OF THE AR FILTER

• FREE MEDIA ACROSS DUBAI – HANDS BECAME WALKING BILLBOARDS

• THE CAMPAIGN WAS MENTIONED BY VOGUE ARABIA, COSMOPOLITAN MIDDLE EAST, ELLE ARABIA, MARIE CLAIRE