Prepared by the United Arab Emirates 40th National Day Celebrations Committee.

40th UAE National Day Strategy

Why should we celebrate?

2011 marks an important page in the story of the UAE: on the 2nd December 1971, the UAE was formed. For the past four decades we have celebrated National Day with much pride and energy. As we move closer to the 40th anniversary of the UAE, it is important that we celebrate this year with a never before seen energy, inclusiveness, and spirit. It is our time to do something memorable together that everyone can benefit from and participate in. There is an immense collective benefit of coming together to recognise achievements of the past and present, the people who have influenced the nation, the ties that bind us together and to reconnect ourselves with the communities in which we live. It is also important because:

The nation has a lot to celebrate, so we should! It marks the culmination of 40 years as a modern and progressive nation. Everywhere we look the vision of 40 years ago is being delivered and built upon. New generations of young people need to be enthused with the spirit of the person, the late Sheikh Zayed who shaped the UAE. We are living in a time where it is crucial that we all unite and celebrate what brings us together.

The Union tree is becoming more fruitful and its roots continue to go deeper; it is an eternal tree for all forthcoming generations.
The late Sheikh Zayed bin Sultan Al Nahyan
1

40th UAE National Day Strategy

What are we trying to achieve?

UAEs 40th Day celebrations are being planned as a 40-day programme recognising all aspects of the nations life and heritage. A great diversity of projects and events are in preparation at a federal, emirate and local level. The programme sets out to involve all citizens and residents of the UAE in spectacular events, community based activities and projects that satisfy' long-term educational goals, as well as providing bricks and mortar projects that will leave lasting and worthwhile memorials. The key objective is to collectively celebrate this important milestone for the nation and all the people that call the UAE home. The celebrations must be seen as everyones celebration. The 2011 programme offers all citizens and residents of the UAE the opportunity to contribute to the celebrations and to use the year to extend their range of experience about what it is to be an Emirati and to live in the UAE. The celebrations will encourage all residents to develop a unity and common purpose as a nation. It provides an ideal opportunity to focus worldwide attention on the UAE in tourism, economic, social and cultural terms.

Photo Courtesy of FLASH Entertainment

40th UAE National Day Strategy

Strategy for the 40th UAE National Day Programme

The planning principles and strategy are based on the following objectives: Express loyalty and celebrate the great leadership of the UAE. To celebrate the richness of diversity of Emiratis, their traditions and the lives which they enjoy. To encourage all Emiratis to understand and preserve their heritage, recognise the multicultural nature of modern UAE and look to the future with confidence. To live the legacy of Sheikh Zayed and truly appreciate who he was and what he stood for what he wanted for his nation. To generate pride in the UAE that can be felt and shared with all citizens and residents. To develop projects and programmes that will provide significant and enduring legacies to present-day citizens and residents of the UAE and future generations. To project the UAE to the world and invite international participation with the aim of strengthening relationships with other nations. To respect the values of the UAE and the unity of the seven emirates and foster a deeper understanding of these values. To ensure that all citizens and residents of the UAE participate in, or have access to activities so that the celebration will be a truly national programme in both character and geographic spread.

40th UAE National Day Strategy

How will the programmes be coordinated?

The National Day Committee has been established to coordinate a National Programme of Celebrations on the occasion of the United Arab Emirates 40th National Day. The National Day Celebrations has always been a patriotic and social event that has a great impact on the citizens of the UAE. Therefore, the Committees role includes encouraging involvement in the programme by all government authorities, community groups, private sector, the public and the international community. In order to fulfill its mandate, the Committee oversees and coordinates the celebrations and ensures effective synchronization of activities across all partners. For more information on participation or programme coordination in the 40th National Day Celebrations, please visit uaenationalday.ae or contact info@uaenationalday.ae

As a structure and an entity, the Union has surmounted events and situations however big these might have been. The Union shall for ever remain.
The late Sheikh Zayed bin Sultan Al Nahyan
6 7

40th UAE National Day Strategy

The Main Concept

A concept has been created that can work across all of the different activities. If all of our activities are united under a consistent narrative, the combined impact of this will be memorable and deliver lasting benefits. The below structure represents the Brand Essence: The Spirit of the Union, and is supported by four Brand Pillars:

Spirit of the Union

Our Father Zayed

Our History/ Journey

Cosmopolitan Community

Our Future

Outlined is the overarching narrative or story that is designed to provide guidance on how different organisations and individuals should begin to think about their own programmes around the celebrations. In addition a set of criteria has been developed under each section to help further guide on the types of programmes that would be suitable.

Photo Courtesy of Abu Dhabi Culture & Heritage

40th UAE National Day Strategy

Brand Essence: Spirit of the Union

As we celebrate the 40th UAE National Day, we should reflect that there is a spirit that ties us all together. That unifies us. It has lived for 40 years and it will continue to live on. A spirit that enables millions of people to coexist and build lives together. This spirit: comes in part from the late Sheikh Zayed and his vision and legacy. binds together all the faces and places that make up this wonderful country. connects us all under one banner, one flag, but with many voices. celebrates our culture and heritage. shapes our future. is even stronger after 40 years as a nation. It is a spirit that can be shared across our cosmopolitan community, and a spirit that everyone can play a role in sustaining. Each person defines, shapes, and shares this spirit in their own way. It connects our history with our future. It is as relevant today as it was 40 years ago.

Celebrating the National Day is not the mere observance of an anniversary; it is indeed an occasion to highlight prominent achievements of the UAE.
The late Sheikh Zayed bin Sultan Al Nahyan
10
Photo Courtesy of Abu Dhabi Culture & Heritage

11

40th UAE National Day Strategy

Pillar 1: Our Father Zayed

One mans vision was the catalyst for the UAE as we know it today. Forty summers have passed since the union was formed and in each passing, as the sun goes down on each day, the spirit of Our Father Zayed still shines brightly. It shines because it lives on within the people; it is a spirit that can be shared with anyone who wants it and it knows no boundaries. Forty years ago the people of the UAE came together to say they are as one. Under the leadership of the late Sheikh Zayed, the nation was formed and in this process a spirit was born. During his memorable lifetime, the late Sheikh Zayed believed in the generosity and kindness of the people of the United Arab Emirates. The affection he bestowed upon his people emanated from his faith in humanity and trust in the belief that every person has selflessness built within them to care for others and their community. He asked the people to act as one. He asked that the union stand the test of time. He asked for a spirit of union. It is this spirit, his spirit, which needs to be celebrated and shared.

The Union lives within me and it is the dearest thing in my whole existence.
The late Sheikh Zayed bin Sultan Al Nahyan

12

Photo Courtesy of National Centre of Documentation & Research

13

40th UAE National Day Strategy

Pillar 2: Our History/Journey

A nation without a past is a nation without a present or future.

The late Sheikh Zayed bin Sultan Al Nahyan A nations people are a product of their history and culture, and a function of the land on which they live. The UAE has a long history, a history that extends well beyond the last 40 years. Our history is made up of millions of stories that inspire each generation that passes. These stories and the spirit within them, needs to be captured and shared. In telling these stories, it keeps the spirit alive and create new chapters that will add to the journey of the UAE. You can be 90 or 19, Emirati or Expat, it is your story that will add to our story. The story of the UAE.

14

15

40th UAE National Day Strategy

Pillar 3: Cosmopolitan Community

This great nation was created by a few with the prosperity of many. It is now a nation that is made up of faces from different places, bringing with them important skills, culture and personalities from every corner of the globe. Living side by side together, under one spirit, working to help the nation continue to prosper and grow. The UAE today is truly at the heart of the globe, at the middle of the Middle East, and our people reflect this. The success of the nation today and tomorrow has been and will continue to be through the collective strength of the many.

The aim of the Union is not only to set up a constitutional structure under a certain name, an emblem and a national anthem, but also to build a nation with integrated forces and legislative and executive authorities. We seek to build a modern state providing decent living for all citizens; a state that actually deserves to be a model for other Arab unions.
The late Sheikh Zayed bin Sultan Al Nahyan
16
Photo Courtesy of Khaleej Times

17

40th UAE National Day Strategy

Pillar 4: Our Future

We, the people of the UAE, hold in our hands the opportunity for a bright future. Years ago the foundations for this nation were laid by the few. A foundation that allows many to realise their dreams. We are now part of a nation where people want to come to live, work, rest and play. It is the greatest asset of our people the human capital that will drive our future success. It is this that needs to be recognised and celebrated as the nation looks to the next 40 years. The vision of the late Sheikh Zayed was progressive, and the spirit of innovation continues today in the modern UAE. It is not a coincidence that we are home to technology, high-skilled human capital and a global hub of innovation. This vision lives on in the hands of todays leaders. Across the UAE, we are blessed with leaders who each and every day bind the nation together. This leadership, their drive, their commitment and humanity, gives everyone hope. Hope for a future. Hope for the countries future. Hope for your future. The future of the UAE.

18

19

40th UAE National Day Strategy

Applying the Master Brand

The Brand Essence The Spirit of the Union, and the subsequent Brand Pillars, have been designed to achieve the key communication imperatives for the celebrations. Specifically: Ensure a consistent image and story; unifying the celebration across all seven emirates. Authentic and true to the values of the UAE; create initiatives that explore Emirati culture and tradition, and reflect on its history. Drive passion and pride; in the Nations achievements and the achievements yet to come. Community focused and inclusive; all people, regardless of their nationality, age, race, religion or social class to celebrate together. The Brand Pillars and imperatives above should be adhered to and used as a framework for establishing marketing activity. Check 1: Does the idea adhere to The Spirit on the Union Brand Essence? Check 2: Does it support at least two of the Brand Pillars? Check 3: Is it inclusive (community/age)? Check 4: Does it speak to more than one Emirate? In order to ensure all activities remain focused and true to the brand position the following process recommendations have been made in order to evaluate potential tactics.

ACTIVITY FILTERS BRAND PILLARS Our Father Zayed Expat & Emirati Cosmopolitan Community Our History/Journey Our Future INCLUSIVITY GEOGRAPHY

Age
Sustainable

Multiple Emirates

At least 2
20

At least 1

At least 2
21

40th UAE National Day Strategy

Criteria of Engagement
Criteria and values that need to be displayed by programmes under the spirit of the union pillar Inclusive of all citizens and residents of the UAE. Communicates in at least two emirates. Has a focus on leaving a legacy for future generations. Is respectful of the values, culture, and citizens of the UAE.

Our Father Zayed Criteria Is respectful of his legacy. Is respectful of the values, culture and citizens of the UAE. Any profit or benefit to the organisers must not be excessive, and a portion of the funds must be redirected to a charity or community organisation. Approved by the Executive Committee of the 40th National Day Celebrations Committee. Has education as the core focus of the activity and helps ensure that his legacy lives on.

Cosmopolitan Community Criteria Is inclusive and brings together as many different nationalities in one place at one time. Allows for the different cultures to help define their own view of what the celebrations mean to them. People should feel like they can express themselves and their own nationalities through the way they celebrate, in line with the Brand Essence and Pillars. Unites the different cultures under one theme or purpose (whether this be cultural, charity based, education etc). Serves as a foundation for generating inclusiveness post the celebrations.

Our History/Journey Criteria Needs to be focused on uncovering the hidden or lost stories of the UAEs history. Needs to have a mechanism to capture, collate and curate these stories. Must be archived for future generations. Provides an opportunity for people to show their appreciation towards the leaders of the UAE.

Our Future Criteria Connects young people with older members of the community to share stories. Serves as a foundation for future National Day celebrations. Helps translate the future vision of the UAE into the words of its people. Showcases the innovation and modernity that is helping to define our future.

22

23