Sharjah Launches Global PR Challenge for Aspiring Communicators
Introduction to the Global PR Challenge
In an exciting development for students and aspiring communication professionals in the UAE, the Sharjah Government Media Bureau (SGMB) has initiated the Global PR Challenge – Sharjah Edition. This marks the inaugural event of its kind in Sharjah, designed as part of the pre-forum program for the 14th International Government Communication Forum (IGCF). Collaborating with the International Communications Consultancy Organisation (ICCO), Sharjah Brand, and the American University of Sharjah (AUS), this challenge is crafted to foster innovative communication strategies that enhance Sharjah’s identity and strengthen its presence on both local and regional stages.
Commitment to Innovative Communication
By hosting this challenge, Sharjah reaffirms its dedication to being a global center for innovative communication. The initiative not only promotes the Sharjah Brand as a comprehensive framework for communicating the emirate’s values and messages but also empowers young talent. Participants are encouraged to convert their creative ideas into effective communication strategies, all aimed at bolstering Sharjah’s reputation as a brand with significant local and international impact.
Shortlisted Campaigns
Out of a competitive pool of 30 students from seven nations—including Italy, Turkey, Hungary, Kazakhstan, India, Kenya, and the UAE—three standout projects have been shortlisted. These projects are “When in Sharjah, You are Home,” “Ships of Culture,” and “One City, Many Voices.” Each campaign serves as a testament to the innovative spirit of today’s youth and their capacity to capture Sharjah’s cultural nuances.
When in Sharjah, You are Home
The “When in Sharjah, You are Home” campaign aims to portray Sharjah as a welcoming destination, deeply rooted in the diverse narratives of its residents. This initiative invites global influencers to immerse themselves in Emirati culture by living with local families. Through these authentic cultural experiences, documented and shared across various platforms, the campaign encourages widespread community engagement. By cultivating relationships across sectors such as media, education, sustainability, and entrepreneurship, it seeks to elevate Sharjah’s image as a united, multicultural city.
Ships of Culture
Drawing inspiration from Sharjah’s rich maritime heritage, the “Ships of Culture” campaign transforms traditional dhow boats into innovative platforms for storytelling. Strategically placed QR codes resembling dhows will be installed at key cultural sites, waterfronts, and universities. Visitors can scan these codes to access digital narratives that celebrate and preserve the emirate’s collective memory. Aspiring storytellers from around the world are invited to contribute to this growing repository, transforming the dhow from merely a trade vessel into a powerful emblem of Emirati culture.
One City, Many Voices
The “One City, Many Voices” campaign promotes travel to Sharjah as a richly layered, multi-sensory experience. Utilizing the Sharjah Lens app, this initiative combines advanced technology with authentic storytelling. The platform features immersive audio experiences highlighting environmental and cultural soundscapes, and offers insights into hidden landmarks along with a digital passport. Additionally, community-driven competitions and virtual reality activations at international airports aim to broaden the campaign’s reach, engaging travelers from diverse backgrounds.
The 12th Edition of SGCA 2025
The Global PR Challenge is integrated within the framework of the annual Sharjah Government Communication Award (SGCA), which recognizes excellence and innovation in government communication. The winners of this challenge will be revealed on September 11, coinciding with the closing day of IGCF 2025. The event will take place on September 10–11 at Expo Centre Sharjah, under the theme “Communication for Quality of Life.”
By fostering creative freedom and providing a strategic platform for aspiring communicators, this challenge plays a pivotal role in shaping the next generation of leaders in the field. It aligns closely with the mission of SGCA to inspire innovation, promote cross-cultural collaboration, and enhance the overall quality of life through effective and innovative communication practices.
