Al Umobuwah: Putting "Mum" into "Parenthood"
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Shortlist / Media / Use of Integrated / 2019
Babyshop, a children’s retailer across Saudi Arabia, UAE and the Gulf, needed to improve its reputation with Arab millennial mothers.
While the Middle East, especially Saudi Arabia, has progressed regarding women’s rights, the Arabic word for ‘parenthood’ (a part of Babyshop’s positioning of ‘Celebrating Parenthood’) meant ‘fatherhood’, owing to Arabic’s etymology.
So, Babyshop became the first brand to create a new Arabic word.
Despite negative feedback from conservatives, we propagated the word and won. By July 2019, the word will be reviewed for inclusion in the Arabic dictionary.
