We discovered that in the Arabic language, the word for “parenthood” means “fatherhood”.

So, we did something no brand had ever attempted.

Working with linguists, we created a new Arabic word, giving equal importance to both parents and putting "Mum" into "Parenthood".

Introducing: AL UMOBUWAH.

A word that means "Motherhood AND Fatherhood".

We did not pick either side. We gave both parents an equal footing in the word.

And through this new word, Babyshop gave Arab mothers a timeless tribute – not just for Mother’s Day but for every other day.

An online film, on Mother’s Day, launched the word.

Instantly, it sparked conversations.

And provoked 50% negative sentiments, mainly from traditionally-minded men, who were outraged about a new word added to Arabic.

The negative comments helped us fuel the conversation.

We partnered with 40 Arabic influencers, who endorsed it across social media, engaging with the negative commentators.

Through our influencers, we launched a new collection for toddlers, infants and kids - that was featured in a Dubai fashion show.

Audio-based interactive experiences created more familiarity with the word. We created an audio pronunciation guide on YouTube. And we launched interactive screens across Babyshop stores that were activated by saying the new word ‘Al Umobuwah’, showing the change from the old word to the new word.

School children learnt the word across classrooms and events.

A new Arabic magazine - titled with the word ‘Al Umobuwah’ - was published, and distributed.

Leading Arabic news channels and talk shows endorsed the idea:

“A new way to say parenthood.”

“It’s sounds different. But Arabic has many such words. The more we use it, the more we’ll get used to it.”

“Everyone should use it. It adds to the language without insulting it.”

“An innovative idea. Shows both parents matter. Doesn’t prejudice against fathers.”

Generated 1.2 billion earned media impressions.

Reached 200 million people regionally (91% of Gulf).

Earned $1.3 million earned media and rising, featuring on leading regional and local news and media platforms.

Triggered +27% brand buzz vs. January-February 2017.

Earned +32% brand love with Arab mothers vs. January-February 2017.

Importantly, despite 50% negative sentiments in its first week, today, the word has 87% positive sentiments. And a petition to include the word in the Arabic Dictionary, reached its goal, in just 32 days.

No brand in the Middle East has dared to touch the Arabic language or add to it, because of the fear of backlash and negative sentiments overpowering the brands' image.

Babyshop - a children's retailer - set out to reform a word's etymology, that reflected a traditional, patriarchal outlook. And created a new Arabic word.

It countered negative sentiments, anticipated them, and converted them into positive ones.

As well as being an effective business move, getting Babyshop's core target of Arab mothers resonating more with the brand, the idea has also nudged and influenced culture as well as the lexicon.

INSIGHT:

Arabic, like a few other languages in the world, contains a variety of words that stem from paternal-centered roots. The word “parenthood” (Al Obuwah) is one such word.

Although, many Arabs have, over time, understood that word to mean both - father and mother - the word “parenthood” in Arabic actually translates into “fatherhood” in verbal usage. The primary Arabic word for “parenthood” (Al Obuwah) leaves “mum” out.

Other Arabic words, used for “parenthood” such as “Walediya”, are also derived from words such as “Waled”, meaning “father”. There is NO word for “parenthood” that includes or implies "mother".

STRATEGY:

Arabic is not a language that people change around. But, as a brand that has stood for celebrating parenthood, we got Babyshop to make a bold move.

Because like parenthood is a shared and equal responsibility, giving mothers an equal place in the existing Arabic word for “Parenthood” was ours.

Babyshop is a children's retailer in the Middle East. It has always stood for celebrating parenthood and being an ally in parenthood. Its primary consumers are Arab mothers.

Now, in the Middle East, owing to a challenging socio-economic environment, the retail category is getting more competitive, with every brand losing focus on building its equity and affinity, and instead, ending up playing the price-offs and discounts game. In the race to temporarily win share of wallet, brands have forgotten the importance of share-of-heart and winning respect.

Arab mothers prefer buying from brands that mean something to them. Even though discounts tempt the purse strings, they prefer to buy into what the brand stands for and then, buy into the products sold by the brands.

On Mother’s Day 2018, Babyshop wanted to win that share of heart and win love from Arab mothers, as a retailer they’d want to associate with.