In July 2020, the UAE was about to launch its first Probe to Mars. But although other space-faring nations do their rocket launch countdowns in their native languages, the UAE’s launch was going to happen in English and not Arabic. The reason? Decades of media and pop-culture have turned Arabic into the language of fear, causing a tendency in Arabs to distance themselves from their mother tongue.
So we found this unique opportunity to restore pride in the Arab heritage.
my role: ECD
DUBAI LYNX - Silver
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