A social impact, purpose-led public relations campaign that supported the Abu Dhabi Government’s Medeem initiative, encouraging moderation in Emirati weddings and promoting family stability through culturally grounded communications.
Rooted in deep cultural understanding and community insight, the Medeem initiative was launched by the Department of Community Development – Abu Dhabi to encourage young Emiratis to embrace authentic values and plan simpler, more thoughtful weddings. Cosmopole supported the initiative through strategic public relations, storytelling, and media engagement, ensuring Medeem’s message aligned with the Abu Dhabi Family Wellbeing Strategy and resonated across the community.
Derived from the Emirati phrase that expresses blessings and wishes for continuous happiness and contentment.
Derived from a traditional Emirati phrase expressing blessings and wishes for continuous happiness and contentment, the name Medeem reflects the initiative’s core ambition: to support the formation of stable families built on strong foundations, inspired by the values of Abu Dhabi’s wise leadership.
Research identified that increasingly extravagant and costly weddings were placing unnecessary financial pressure on young Emiratis, often leading couples to begin married life burdened by debt. Medeem was created to address this challenge by encouraging moderation, restoring the true meaning of marriage, and reinforcing the importance of thoughtful preparation for married life.
Inspired by the values and wisdom of the late Sheikh Zayed bin Sultan Al Nahyan, Medeem supports the objectives of the Abu Dhabi Strategy for Family Wellbeing through the following focus areas:
• Promoting the concept of beauty in moderation
• Encouraging positive social change
• Enhancing awareness and knowledge around marriage and family life
Drop us a line:
TEL: +971 50 852 1340
Send us an email:
info@cosmopole.com
Cosmopole is proudly founded in Abu Dhabi, the vibrant capital city of the United Arab Emirates, with teams in both Abu Dhabi and Dubai.
The initiative was rolled out in carefully phased stages across multiple channels, including media engagement, digital platforms, and community-based initiatives. The campaign centred around four core pillars:
A reimagined approach to weddings that encourages shared celebrations, moderation, and community values.
A package of exclusive offers provided by government and private sector partners to support couples as they begin married life.
A comprehensive online hub offering guidance, educational resources, and tools to support couples before and after marriage.
A reimagined approach to weddings that encourages shared celebrations, moderation, and community values.
Drop us a line:
TEL: +971 50 852 1340
Send us an email:
info@cosmopole.com
Cosmopole is proudly founded in Abu Dhabi, the vibrant capital city of the United Arab Emirates, with teams in both Abu Dhabi and Dubai.
Evidenced through studies and reports, and by speaking to couples who had used its services.
Over 166 individuals and 89 couples have availed of the Center’s various services till date.
Earned amplification from a total of 20 influencers and social media news platforms, with a combined followership of 6.9 million, spread across over 80 pieces of social media content (including stories, posts, and reels) garnering an average engagement rate of 5.8%.
Drop us a line:
TEL: +971 50 852 1340
Send us an email:
info@cosmopole.com
Cosmopole is proudly founded in Abu Dhabi, the vibrant capital city of the United Arab Emirates, with teams in both Abu Dhabi and Dubai.
To date, over 300+ pieces of earned media have been secured, including 8 spokesperson interviews with Tier A
media across print, broadcast, and radio, amassing an estimated PR value of over AED 12.1 million.
An initiative called Medeem has been launched to encourage young Emiratis in Abu Dhabi to get married. Medeem, set up by the Department of Community Development (DCD), is intended to help them plan simpler and more affordable weddings and was launched after studies showed that high cost is one of the main reasons why Emiratis either choose not to marry or to do so later in life.
An initiative called Medeem has been launched to encourage young Emiratis in Abu Dhabi to get married. Medeem, set up by the Department of Community Development (DCD), is intended to help them plan simpler and more affordable weddings and was launched after studies showed that high cost is one of the main reasons why Emiratis either choose not to marry or to do so later in life.
His Highness Sheikh Theyab bin Mohammed bin Zayed Al Nahyan, Deputy Chairman of the Presidential Court for Development Affairs and Families of Martyrs, witnessed the launch of the “Medim” initiative.
His Highness Sheikh Theyab bin Mohammed bin Zayed Al Nahyan, Deputy Chairman of the Presidential Court for Development Affairs and Families of Martyrs, witnessed the launch of the “Medim” initiative.
Drop us a line:
TEL: +971 50 852 1340
Send us an email:
info@cosmopole.com
Cosmopole is proudly founded in Abu Dhabi, the vibrant capital city of the United Arab Emirates, with teams in both Abu Dhabi and Dubai.
Cosmopole is proudly founded in Abu Dhabi, the vibrant capital city of the United Arab Emirates, with teams in both Abu Dhabi and Dubai.
Cosmopole is proudly founded in Abu Dhabi, the vibrant capital city of the United Arab Emirates, with offices and teams in both Abu Dhabi and Dubai.