Rooted & Rising

An Emirati Women's Day campaign in which Al-Futtaim handed its channels to its own Emirati women employees, more than 900 of them across the group, to tell their own stories in short films. It ran on the group's social platforms with a LinkedIn activation, a #RootedAndRising hashtag inviting other women to contribute, and an in-person gathering with Arabic coffee, henna and an artist showcase.

The brief

Emirati women who want to lead without leaving their roots, starting with those working inside Al-Futtaim.

The idea

The group gave its channels over to more than 900 Emirati women staff to tell their stories in short films, adding a LinkedIn push, a #RootedAndRising call for others' stories and an in-person gathering.

What to borrow

Letting employees tell their own stories gives an occasion message first-person voices and turns the workforce into its first audience.

Brand	Toyota
Agency	MRM MENAT
Talent	Not named
Channels	social, digital, on-ground
Source	Campaign Middle East