This strategic partnership is a first of its kind in the region and is in line with His Highness Sheikh Mohammed bin Rashid Al Maktoum and the UAE's prestigious government's strategy to ensure sustainability, development and a high quality of life for all UAE nationals. Lammtara Pictures - who produce and develop FREEJ - will use the popular animated character to inspire and encourage students throughout the country in pursuing their education.
"Um Allawi is a great role model for students. She demonstrates that anything can be achieved through education and a positive attitude. As well as a great means of entertainment, she represents cultural values and offers a sense of empowerment to national women, which will hopefully encourage more Emirati females to pursue a career in the private sector," said Amina Taher, Executive Director of Corporate Communications at Zabeel Investments.
"We are confident that through this partnership and the identification of such a poignant ambassador, we will raise more awareness for Bidaya and most importantly its objectives and values across the country".
One of the four national women portrayed in FREEJ, Um Allawi is the most educated of the group. Addicted to gizmos and gadgets, she keeps a close eye on the financial market and is never caught without her mobile and laptop. As an older woman, she demonstrates that being successful is not limited to a younger age group and that on the contrary; true success in life is something that develops gradually with age and maturity.
Mohammed Saeed Harib, Creative Director for FREEJ, who has always been an avid supporter of university students and youth, emphasized how passionate he is about encouraging students to follow their dreams.
"I strongly believe that anything is possible once we put our minds to it. In fact, it is this philosophy that got me to where I am today and I hope that students everywhere will pursue their ambitions with the utmost motivation and confidence, something which will ultimately take them to where they want to be. For these reasons, I applaud Bidaya for opening doors and opportunities for the country's next generation. I am honored to support such a forward looking initiative," he said.
Students on the Bidaya progamme are all keen fans of the locally produced cartoon FREEJ, which is humourous and entertaining, while delivering moral messages and educating viewers about UAE society.
In addition, Bidaya has created a line of exclusive merchandise featuring the fun character to further promote the programme and education in the country. The merchandise will be available to students attending the Bidaya programme itself.
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FREEJ's Um Allawi joins Bidaya to inspire UAE student community
- United Arab Emirates: Wednesday, November 14 - 2007 at 12:52
- PRESS RELEASE
Bidaya, the Dhs30m education and leadership programme launched by Zabeel Investments and Nakheel, has announced its partnership with Lammtara Pictures in obtaining the rights to use Um Allawi, one of the characters on the hit TV show FREEJ, as the ambassador for the unique education and leadership programme.
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About BidayaLaunched in April under the patronage of HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Bidaya is an AED 30 million education and leadership programme from Zabeel Investments and Nakheel. As a first of its kind initiative in the region, Bidaya offers university scholarships annually to outstanding candidates from public high schools throughout the UAE. The upcoming year marks the programme's first year in operation, as the selection process of the first 20 students to participate in the scholarship has recently been finalized. More than 450 students applied to Bidaya during its first year.
Further information can be found at www.bidaya.ae.
About Zabeel Investments
Founded in February 2006, Zabeel Investments is a Dubai-based multi-diversified investment company focused in the areas of commercial real estate development and management, private equity and asset management across a wide range of economic sectors in the UAE.
Zabeel Investments property portfolio currently comprises AED 12.4 billion of prestige residential, commercial and hospitality development. Zabeel Investments also has equity stakes in a number of businesses covering real estate, property design and construction, marketing communications, financial services and education.
A few examples of ZI strong portfolio are Abraaj Capital, DEPA, Madaares, DICAM's US$2 billion Global Strategic Equities Fund Tiara Residence, America Hotels & Resorts is part of the AED 100 billion Bawadi hospitality and tourism project in Dubai, Tiara United Towers, Zed Communications and Bidaya.
Further information can be found at www.zabeelinvestments.com
About Lammtara Pictures
In September 2005 Mohammed Saeed Harib founded Lammtara Pictures, by October 2005 Mohammed was directing a production team of 500 people based in both the UAE and India who quickly set about scripting, sketching, framing, illustrating, composing and animating 15 episodes that would comprise Season One. In August 2006 the first season was finished. The Managing Director of Lammtara Pictures and the Creator of FREEJ, Mohammed envisions three seasons of the popular series.
Further information can be found at www.freej.ae
About Nakheel
Nakheel is the uniquely focused property development company behind a variety of new landmark developments in Dubai. Nakheel aims to redefine the concept of property development whether residential, tourist, commercial or retail. It has therefore placed great importance on examining the requirements of the different sectors of the community and developing its visionary projects around these findings.
Nakheel's portfolio currently includes The Palm, The World, Dubai Waterfront, Jumeirah Islands, The Gardens, Ibn Battuta Mall, Lost City, International City, Discovery Gardens, Jumeirah Village, and the recently launched Jumeirah Park.
Further information can be found at www.nakheel.com
For further information, please contact:
Iman Issa, Account Executive, Hill & Knowlton
04 4055 615
Posted by Lara Lynn Golden, News EditorWednesday, November 14 - 2007 at 12:52 UAE local time (GMT+4)
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