Three Finalists Announced For Inaugural Sharjah PR Challenge 2025 Focusing On Innovative Communication Ideas

The Sharjah Government Media Bureau (SGMB) has shortlisted three student-led projects for the first "Global PR Challenge – Sharjah Edition." This event is part of the pre-forum programme for the 14th International Government Communication Forum (IGCF). The challenge, in partnership with the International Communications Consultancy Organisation (ICCO) and Sharjah Brand, collaborates with the American University of Sharjah (AUS) to develop communication campaigns that enhance Sharjah's identity locally and regionally.

By hosting this challenge, Sharjah aims to solidify its status as a global hub for innovative communication. It also seeks to promote the Sharjah Brand as a framework for conveying the emirate’s message and values. This initiative empowers young talents to transform their ideas into actionable communication strategies that bolster Sharjah’s reputation as a leading brand capable of making a significant impact both locally and internationally.

The shortlisted campaigns include "When in Sharjah, You are Home," "Ships of Culture," and "One City, Many Voices." These were selected from 30 students representing seven countries: Italy, Turkey, Hungary, Kazakhstan, India, Kenya, and the UAE through AUS students. Divided into ten teams, participants presented solutions that embodied Sharjah’s identity while expanding its cultural and media influence globally.

The "When in Sharjah, You are Home" campaign portrays Sharjah as a welcoming destination shaped by diverse resident stories. It invites global influencers to live with Emirati families and engage in everyday cultural experiences across the emirate. These experiences will be documented and shared both locally and internationally to encourage community engagement. The campaign builds an image of a united, multicultural city by forming partnerships across media, education, sustainability, and entrepreneurship.

Inspired by maritime heritage, the "Ships of Culture" campaign reimagines traditional dhow ships as platforms for cultural storytelling. QR codes shaped like dhows will be placed at museums, waterfronts, heritage sites, and universities. Visitors can access digital stories preserving the emirate’s collective memory. These narratives will be shared globally through social media and digital formats, transforming dhows from trade vessels into symbols of Emirati culture.

The "One City, Many Voices" campaign presents travel to Sharjah as a multi-sensory experience blending technology with authentic storytelling via the Sharjah Lens app. The platform offers immersive audio experiences through environmental soundscapes and highlights hidden landmarks. It features a digital passport, short films narrated by residents, community-led competitions, and virtual reality activations at international airports developed with airlines and cultural institutions.

Empowering Future Communication Professionals

The "Global PR Challenge" is part of the annual Sharjah Government Communication Award (SGCA), which celebrates excellence in government communication. Winners will be announced on September 11 during IGCF 2025's closing day at Expo Centre Sharjah under the theme "Communication for Quality of Life." This challenge serves as a strategic platform empowering future communication professionals by transforming creative ideas into impactful projects.

This initiative aligns with SGCA’s mission to inspire innovation and foster cross-cultural collaboration while enhancing quality of life through effective communication. By engaging students in real-world challenges that require innovative solutions, it prepares them for future roles in shaping global communication landscapes.

With inputs from WAM