Henna, a natural dye produced from dried ground leaves, lasts well over three weeks on the skin, which extended the campaign duration well beyond just Emirati Women’s Day. The community’s hands acted as our walking billboards, gathering attention and coverage for weeks, all over the city. The free media across Dubai transformed the execution from an on-ground activation to a public movement, resonating with anyone who came across the calligraphy art. Our billboards not only displayed, but walked and spoke, leaving a lasting impression and spreading our message far and wide.

For over five thousand years, Henna has been painted on the hands and feet of generations of women in the Middle East, a tradition that still plays an important role in the lives of many Emirati women. Today, Henna is mainly used in celebration of special occasions, and what occasion is more special than a day dedicated to uplifting and recognizing the role of Emirati Women in the fabric of our society? With the aim of creating an inclusive environment for Emirati women within Dubai's private sector workforce, we invited the entire community to partake in this cultural tradition, and wear it proudly on their palms, as a pledge and a public display of respect and appreciation of not only their value in the workforce, but of their norms and age-old cherished rituals.

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.

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

Hands Of Tribute was meticulously crafted to address the specific challenges faced by Emirati women in the private sector in Dubai, fostering a supportive and inclusive environment. Using a cherished Emirati tradition of using Henna for celebrations, the integrated campaign unfolded across all of TECOM Group’s business districts - this localized approach aimed at directly engaging the whole community to uplift and celebrate Emirati Women’s contributions within this specific market context.