VMLY&R COMMERCE Dubai has taken home Silver for Twitter’s #FeminineArabic at the Campaign Power of Purpose Awards in the Diversity & Inclusion category.
With Arab women being incorrectly addressed with male pronouns, VMLY&R COMMERCE Dubai launched #FeminineArabic, a campaign inviting users to choose the feminine Arabic form for the first time on any social platform. With a simple swipe of a button, Twitter users could use this new language feature to address Arab women properly.
The team won a Digital Grand Prix earlier this year for #FeminineArabic at the Dubai Lynx.
The Campaign Power of Purpose Awards focuses on purpose and cause-driven work in advertising, both by major consumer brands and nonprofit organizations.