Dubai Lynx

Niloofar's Story

GYRO, Dubai / EMIRATES / 2017

Film

Overview

Entries

Credits

Overview

Background

Emirates NBD wanted to develop knowledge, support inclusion, create partnerships and most importantly increase public awareness around the realignment of perception and readiness to engage with the disabled community. Those with disabilities remain a marginalized and largely overlooked part of Middle Eastern society and it is only in recent years that governmental bodies and leading businesses have started to try to take steps in the right direction towards a brighter future. However, the stigma that many people still attach to disabilities in the region presented a challenge on the best way to promote inclusion at all societal levels.

Description

This film introduces the world to Niloofar. Nilofar Saleem is a Processor at Emirates NBD working in the Group Operations Department. She has very typical life, living with her mother Hanifa and brother Nadim. Always with a big smile on her face, she loves cooking her favourite dish biryani, singing, dancing, and painting. Her favourite past time is writing.Having down syndrome hasn’t stopped Nilofar from living her life to the fullest. For a long time, she had been the breadwinner of the family, even assisting with her brother’s school fees who also has down syndrome. By sharing Niloofar’s story with the world, we hoped to take the first step towards a ‘Together Limitless’ future.

Execution

Our aim was to engage people with disabilities within the bank’s internal community, while also promoting awareness and talking value across the bank’s digital platforms. In the first of a series of vignette’s we introduced the world to Niloofar. Nilofar Saleem is a Processor at Emirates NBD working in the Group Operations Department. She has very typical life, living with her mother Hanifa and brother Nadim. Always with a big smile on her face, she loves cooking her favourite dish biryani, singing, dancing, and painting. Her favourite past time is writing. Having down syndrome hasn’t stopped Nilofar from living her life to the fullest. For a long time, she had been the breadwinner of the family, even assisting with her brother’s school fees who also has down syndrome. By sharing Niloofar’s story with the world, we hoped to take the first step towards a ‘Together Limitless’ future.

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