UAE: Mission to the UN Campaign
The Challenge
When the United Arab Emirates was preparing to run for a non-permanent seat on the UN Security Council for 2022-2023, they turned to FGS Global for help. They needed a comprehensive campaign to persuade key UN stakeholders of the UAE’s definitive qualifications to assume the responsibility of Council membership, define the specific priorities that the UAE will seek to advance during the course of their Council tenure, and strengthen the UAE’s image as an emergent global leader among broader elite audiences.
Our Solution
FGS Global designed and executed a comprehensive campaign to build and sustain support around the UAE’s candidacy for a non-permanent seat on the UN Security Council for 2022-2023. We began this engagement with internal focus groups to inform message development, followed by an immersive brand exploration to ensure the campaign would uniquely reflect an Emirati identity through a series of creative products and digital assets.
In addition to designing the tri-lingual (English, French, and Arabic) website for the UAE Mission to the UN, our team also developed tri-lingual collateral materials including a campaign brochure, fact sheet, and infographic; an anthem video featuring senior Emirati leaders; engaging organic social content; and a suite of branded promotional gift bag items such as face masks, mugs, tote bags, and notebooks.
Results
In January of 2022, the United Arab Emirates became a non-permanent member of the United Nations Security Council and will hold the position for the next two years.
