Problem
The Abu Dhabi Center for Sheltering and Humanitarian Care – Ewaa, then a newly formed social sector entity in 2020, transitioned from operating as a nonprofit for over 10 years to becoming a key arm of the Abu Dhabi government’s Department of Community Development. (As of 2025, its mandate moved as part of the wider restructuring under the Abu Dhabi Government’s social sector governance and operations.) The organization needed to achieve three critical goals:
- Share its transformation story from nonprofit to a government social sector entity.
- Raise awareness about the issue of violence through impactful public service announcements (PSAs).
- Create content to empower and inform residents (victims of violence) at shelters about Ewaa’s care and services.
Action
I collaborated with Ewaa to develop a comprehensive strategies that delivered high-quality messaging and storytelling across various platforms:
- Discovery and Concept Development
- Worked closely with Ewaa to understand the organization’s goals, target audiences, and vision for the project.
- Developed strategies, concepts and storyboards that aligned with Ewaa’s mission to provide shelter and empowerment to survivors of violence.
- Deliverables
- Turnkey website including content strategy, web copy and development of the website on WordPress.
- Production of five PSAs and one animated film, covering topics such as rehabilitation, empowerment, and public awareness.
- Voiceovers, photography, and animation to ensure cohesive messaging across mediums.
- Collaterals including company presentation, infographics and awareness posters.
Outcome
The project resulted in:
- Multiple media touchpoints to communicate Ewaa’s mission and services.
- Heightened public awareness about violence prevention and the organization’s transition to a government social sector entity.
- Empowering, informative content to support Ewaa’s residents and their journey to healing and empowerment.
Reflection
This collaboration with Ewaa highlights the power of storytelling across mediums to amplify an organization’s mission and impact. By combining expertise across various platforms, I helped Ewaa strengthen its digital presence, raise awareness, and inspire hope among those they serve.