RESULTS

The Zayed Award for Human Fraternity recognizes individuals and entities who embody the values of human fraternity as defined by the Pope and Grand Imam as a commitment to foster peace among all people. Past recipients have been United Nations Secretary General Antonio Guiterres, King Abdullah II and Queen Raina of Jordan.  Based in the United Arab Emirates, the Zayed Award commission approached Main+Rose for support with a go-to-market strategy to assess the challenges of awareness and to generate region-specific activation concepts to execute in various countries in the Middle East.We grounded our strategy by seeking insights into what human fraternity means to the youth in the region and how the Zayed Award is perceived by that target market. We generated target audience personas, developed actionable media insights, and built a dozen different activation concepts to be executed in the UAE, Saudi Arabia, and Egypt. We presented this go-to-market strategy to the UAE government and their global agency team to be used in the lead-up to their ceremony in March of 2023.These concepts are being activated in the MENA region for the 2022 award season and are being considered for use in the ceremony itself. Main+Rose’s creative and strategic blueprint will set the standard for continued content programs for the Zayed Award in 2023 and beyond