The digital agency curated the creative strategy for the campaign, ‘Creative UAE’ which was announced by the Ministry of Culture & Youth.

In an exclusive interview, Tarek Esper, Managing Director at SocialEyez speaks to Communicate about their contribution to the launch of the national campaign.

How will you highlight the work done by Social Eyez with the Ministry of Culture and Youth and your role in launching this campaign and communicating to the nation the importance of this strategy?

Our inspiration for the launch of cultural and creative industry strategy was the Year of 50. We knew that the UAE had already created a rich foundation for these industries, our role was to highlight it. Upon further insights and research, we looked at the existing contribution of cultural and creative industries on the economies locally, regionally, and globally. The synergy of UAE’s evolution in these industries, juxtaposed with factual insights backing the Ministry of Culture and Youth’s strategic positioning became our main priority.

As a result, for the campaign launch, alongside the Ministry of Culture and Youth, our strategic thinking, came forward with our campaign name ‘Creative UAE’, supported with the hashtag #UAEForCreatives. Every step of the way, SocialEyez’s main role was to bring the message forward that UAE has been and always will be a Cultural and Creative economy and the Ministry of Culture and Youth’s strategy will solidify the National Positioning

What elements will SocialEyez in collaboration with the Ministry of culture and youth enhance?

The element that SocialEyez will contribute to is that of the messenger. We are here to amplify the mission and vision of an important strategy that’s prepared by the Ministry of Culture and Youth alongside partners from federal and local entities to empower, support and invest in the cultural and creative sector in the UAE.

Being part of the creative industries in the country, we see the massive creative output produced on the daily. From radio, TV, publishing, design and film to social, advertising, and creative agencies or studios –this sector has continuously contributed to the country’s GDP. Recognizing the economic and social potential will help unveil a powerhouse of opportunities, not just for the creatives of today, but also for the creative minds of the future.

This strategy is more than just initiatives; it’s a long-term commitment from the UAE government to create a dynamic and conducive environment where the creative community, whether regional or global, can ideate, innovate, create, and succeed.

Which digital/social platforms did SOCIALEYEZ use in the process of launching the campaign and how?

First, we looked into where the creative community and businesses are heavily engaging– and from there, we proceeded with the journey. Creative UAE was implemented in 3 phases across Instagram, Twitter, and LinkedIn. We launched the strategy video to create awareness around the initiatives and efforts of the cultural and creative industries strategy. We moved to the event launch at Expo 2020 Dubai, where HE Noora Al Kaabi, Minister of Culture and Youth, unveiled the strategy to HH Sheikh Mohammed bin Rashid Al Maktoum. During the event, federal and local partners signed a pledge of commitment, revealing their initiatives to support the industries. Followed by a showcase of a celebratory video prepared by our team highlighting the 50 years of cultural legacy and the existing infrastructure that has supported numerous cultural and creative industries.

Now, we are in the third phase, which is continuous, and fully communicated on social media under the hashtag #UAEForCreatives/#UAECreativeNation, to invite the creative community and industries to showcase their ideas, work and talent and help develop an impactful cultural and creative sector.

How will this campaign encourage more UAE Nationals to take up creative roles across the region?

The contribution of the cultural and creative sector in the UAE equaled the electricity and water sector's contribution and exceeded the contribution of the education and health services sectors. The UAE is a young and innovative nation; it has no shortage of Emirati talent and is always striving to invest in human capital. It has built integrated and inviting creative hubs, cities, and spaces from twofour54, Dubai Design District to Al Quoz Creative Zone, Media City, Internet City, Knowledge Village, Naseej District and Silicon Oasis, where creative talents and businesses meet, work, and live. The UAE Government has long supported creative people and offered facilities to ensure they thrive. For example, during the COVID-19 pandemic, the government exempted creative businesses and SMEs from rent and supported residing artists across 25 fields of innovation in the creative sector by giving out about 140 financial grants. Today, this strategy comes as a compliment to past achievements, with a discerning eye on a prosperous future powered by a creative economy that can withstand challenges and supported by a generation of empowered talents.

The announcement event took place at Expo 2020 UAE pavilion, what was the inspiration behind this location?

I believe there couldn't have been a better location to unveil such a strategy than at the UAE Pavilion at Expo 2020 Dubai. The pavilion celebrates the UAE's historic achievements and progressive future. The making of a new world relies on human invention and passion, and the Pavilion is a place for all 'the dreamers who do' –this is what the strategy aims to support –the dreamers who do –the people who are changing the world one creative idea at a time.

What key messages does the campaign focus on? 

The 10-year national strategy for the creative industries intends to expand the size and capabilities of the sectors and increase their social impact and value. Forty strategic initiatives at the federal and local levels are set in place, centered on three main pillars – talent, professionals and enabling an effective business environment. Programs are identified to support these pillars, from upgrading the educational system to nurturing and enabling creative skills to developing comprehensive regulations, minimizing the sectors' funding gap, and promoting Emirati Cultural and Creative content exports.