Sheikh Sultan Highlights Strategic Communication's Role At IGCF 2024 Day Two

H.H. Sheikh Sultan bin Ahmed bin Sultan Al Qasimi, Deputy Ruler of Sharjah and Chairman of the Sharjah Media Council (SMC), attended the final discussions of the 13th International Government Communication Forum (IGCF 2024). The event underscored the importance of strategic government communication in addressing global challenges and enhancing soft power through tourism promotion.

Tariq Saeed Allay, Director-General of the Sharjah Government Media Bureau (SGMB), emphasised that societies' responses to global changes will shape their future. He stated, "Only through exchanging knowledge and collaborative partnerships can these initiatives thrive and uplift their societies." Allay highlighted that the IGCF 2024 theme "Agile Governments... Innovative Communication" was chosen in response to recent global shifts.

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Allay also pointed out that traditional communication models are now outdated. He said, "Our mission is to move beyond outdated frameworks and develop new models that resonate with contemporary societies." This shift aims to create strategies that align with modern societal needs.

During a session titled ‘When Adventure Turns into Soft Power,’ panellists discussed how adventure sports and outdoor activities can inspire future generations. They agreed that these activities promote conservation and sustainable development. Sheikh Fahim Al Qasimi noted that stability is essential for adventure, which Sharjah and the UAE provide.

Sheikh Fahim also linked entrepreneurship to an adventurous spirit, citing Sharjah’s investment in universities and Sheraa's establishment to support young innovators. His passion for sustainable development has influenced his children’s interest in waste management and recycling.

Scouting's Unique Impact

Ahmed Alhendawi, Secretary-General of the World Organisation of the Scout Movement, highlighted scouting's unique blend of soft power and adventure. He mentioned that scouting provides youngsters with valuable knowledge, skills, and awareness. This gives them an edge over others who only receive formal education.

The panellists concurred that innovative communication strategies could drive sustainable tourism development by promoting adventure-based experiences across various sectors like environmental, sports, and cultural tourism.

Humanitarian Narratives

Sheikh Sultan bin Ahmed Al Qasimi also listened to impactful stories from humanitarians, local officials, and influencers. Maya Ghazal, the world’s first female Syrian refugee pilot and UNHCR Goodwill Ambassador, shared her journey from Syria to breaking barriers in aviation during her talk ‘Refugee Hopes and Diana's Legacy’.

Ghazal recounted her arrival in the UK as a 15-year-old refugee facing language barriers. She stressed the need for better education opportunities for refugees, noting only 6 percent access university education compared to a global average of 22 percent. She said, "Given the right opportunities, refugees don’t just survive — they thrive."

The Emirates Genome Programme

Dr. Ahmad Al Awadhi presented the Emirates Genome Programme (EGP), aiming to map UAE citizens' genomes comprehensively. He explained its significance in understanding genetic diseases locally rather than relying on Western genome maps. "The programme is the largest of its kind in the world," he noted.

The EGP has made significant strides since its launch in 2021. By September 2024, it had raised awareness about genetic diseases and secured participation from over 650,000 citizens. The programme uses advanced technologies like artificial intelligence (AI) to analyse vast genetic data amounts.

This initiative underscores UAE’s commitment to securing a healthier future for its population by understanding genetic diseases like thalassemia, diabetes, and various cancers more effectively.

With inputs from WAM