DCD – ABU DHABI AND COSMOPOLE WIN AT THE MEPRA AWARDS 2024

The Department of Community Development (DCD) – Abu Dhabi, in collaboration with Cosmopole have earned Bronze in the ‘Best Government Communications and Public Affairs Campaign’ category at the Middle East Public Relations Association (MEPRA) Awards 2024. The recognition highlights the excellence and innovation in their communications efforts for the ‘Medeem’ initiative, which aims to promote the importance of marriage and building families, and encouraging a return to authentic Emirati traditions.

The accolade was presented during a ceremony held on November 28 at Atlantis The Palm, Dubai, celebrating the creative and impactful communication strategies behind the Medeem initiative. The integrated communications campaign focused on launching, and building awareness around, Medeem and its four pillars: The Medeem Model for Women’s Weddings, the Medeem Center for Family Nurturing, the Medeem Benefits Programme, and the Medeem Digital Platform.

Designed to emphasize marriage and family values, the campaign employed a “show, don’t tell” approach, engaging the community through dedicated launch events, mass royal weddings, social media outreach, and collaborations with Emirati influencers. Since its launch in April, the campaign has secured over 460 earned media mentions, generating over AED 22.9 million in estimated PR value, and garnering over 489K impressions and 16K interactions on social media.

Community reception to the initiative has also been overwhelmingly positive. In just four months, more than 800 couples have registered for the Medeem Model for Women’s Weddings, over 350 individuals have joined the pre-marital programme, and the Medeem Benefits Programme has expanded to welcome more partners within sectors such as hospitality, real estate, and travel.