Words used to describe the essence of Emirati women were carefully crafted into Arabic calligraphy, with each design drawing inspiration from the meaning of each word. The designs were then turned into stencils, to facilitate the application of the Henna. Choosing to apply the dye art on the palm instead of the usual top-of-the-hand strengthened our message, symbolizing a community pledge of support and commitment to inclusivity. What followed was a thoughtfully directed photoshoot of the henna-adorned palms all around the city, which acted as key visuals inviting people to join and spread the campaign message.

For over five thousand years, Henna has been painted on the hands and feet by 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 private sector workforce, we invited the entire community to partake in this cultural tradition, and wear it proudly on their palms, as 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.

مبادرة = Driven

مجتهدة = Diligent

مثابرة = Perseverant

مبدعة = Creative

واثقة = Confident

جادرة = Worthy

ماهرة = Proficient

طموحة = Ambitious

مبتكرة = Ingenious

ملهومة = Inspiring

TECOM Group's community described Emirati women, and the 10 most common words were then transformed into unique Arabic calligraphy designs, each meticulously crafted to convey specific qualities. Typography and calligraphy played a pivotal role in this visual storytelling; for instance, the "confident" design soared, echoing the modern Emirati woman's stature. "Tenacious" illustrated resilience through storm-like strokes, while "creative" flowed with artistic expression. Applied using Henna on hands—an art form exclusive to Emirati women—the hands became canvases, and walking billboards, showcasing these designs for weeks. This immersive campaign merged cultural aesthetics with art, symbolizing appreciation and support for Emirati women across Dubai.