By Muhammad Rafiq
DUBAI: Al-Futtaim Toyota’s legacy in the UAE has deep roots, so it comes as no surprise that their campaign for Emirati Women’s Day, created in collaboration with the Roads and Transportation Authority (RTA) and Memac Ogilvy, celebrates the occasion with a groundbreaking idea that transforms the UAE’s female streets into living narratives.
Named “Journey into Herstory,” the campaign honors the influential Emirati women behind iconic streets, such as Hessa Street to Latifa Bint Hamdan Street, using geo-targeting through Yango Maps.
Users are targeted with the audio story, specific to the street name and narrated by female Emirati voiceover artists, taking them on a journey about the woman behind the name and her legacy.
The campaign also launched with provoking OOH in key areas of the country, radio activations utilizing daily traffic announcements about the female-named streets, and social media content.
By doing so, Al-Futtaim Toyota not only celebrates these icons but also creates public awareness about these women’s distinguished lives, their achievements in furthering female empowerment and equality across the nation, and their role in shaping the UAE as we know it today – and beyond.
Commenting on the distinctive campaign, Saad Abdullah, General Manager of Marketing and Communications for Al-Futtaim Toyota, said ‘Our legacy in the UAE is deep-rooted and for Emirati Women’s Day, we wanted to highlight and bring to life the stories of the iconic individuals who paved the way for all women in the UAE today. They helped shape the nation and empowered others, and we felt the best way to celebrate these women was by bringing public awareness to their lives and achievements.’
The campaign will run throughout Emirati Women’s Day and beyond, blending modern technology with the rich histories of the UAE’s most influential women.
