Corporate 'Ramadan' awareness takes root

The internal campaign to spread awareness about the holy month started last year to help staff members from over 30 nationalities understand the significance of Ramadan. The campaign involving posters, presentations and newsletters, addressing both the religious and social aspects proved to be a great success.

"Although we are a family business, we operate in a multinational environment and we believe it is our responsibility to enable our people to integrate with the local culture. Our campaign has helped not only to increase the understanding and appreciation of the spirit of the holy month but also created a deep sense of respect and belonging. Last year, we received many inquiries that helped us design an inclusive program which helped both Muslim and non -Muslim staff to share their thoughts and get answers for their questions from multiple channels"

said Fatma Lootah, Community Programs Manager at S.S. Lootah Group.

The campaign covered basic information about Ramadan such as the religious significance, physical and spiritual benefits of fasting and do's and dont's for non-muslims. This year in addition, it addresses Muslims by offering diet tips during fasting and other religious information. The company also distributed a custom-made bag of sweets and nuts to all employees symbolic of the ancient tradition of children collecting sweets from the neighbourhood to mark the middle of 'Shaaban', the month before Ramadan.

S.S. Lootah Group actively engages employees in events that are relevant to the local culture. Some activities include celebrating the UAE National Day and exclusive photo exhibitions for staff on Arabic tradition and heritage.