As it wraps up its #GrowAtHome campaign.
As the world begins to slowly come back to life, Umm Al Emarat Park is wrapping up its #GrowAtHome campaign. Launched back in April, and in line with the UAE government’s efforts to drive innovation in the face of adversity while protecting the health and wellbeing of the community, the aim of the campaign was to encourage people to stay home and stay connected with the Park, nature, and each other.
Initially focused on bringing the Park’s experience home to residents, the campaign evolved and enlisted the voice of a total of 25 collaborations from well established businesses and influencers, such as Emirates Nature, Seven Wellness, L’Atelier des Arts, Art Beat, Slim n’ Lite, Bait Al Arabi, the first female composer - Eman Al Hashimi, Chef Abs, the composer and first female graduate of Bait Al Oud - Sherine Tohamy, the fitness instructor - Shima and more. Over the course of two months, the campaign garnered more than 2,000 organic engagement from community members of all ages, who also shared content highlighting the various activities they were doing to grow at home, that encouraged, motivated, and inspired one another. 31% of the participations was about cooking, while 19% was about gardening at home. The remaining 50% revolved around fitness and working-out, yoga, practicing a musical instrument and other skills.
Rasha Kablawi, Head of Umm Al Emarat Park’s Corporate Affairs and Communications Department: “From the onset of the pandemic and considering all the restrictions set in place by the government, we needed to play our part at Umm Al Emarat Park. We felt it was our responsibility to maintain the sense of community our park fosters while still offering our followers vibrant community and wellness experiences from far. Our #GrowAtHome campaign quickly became a community movement that showcased talents, skills, activities, innovation, and growth from home.”
Content included recipes from the Park’s restaurants, work-outs from its fitness facility, origami and balloon modelling tutorials from Park Rangers, as well as gardening tips and images of the Park’s large green spaces. Following the first month, the campaign grew to include wider activities revolving around wellness, fitness, crafts and nature, live concerts, Q&A sessions, and more from all participating collaborators and influencers.
Kablawi continued: “I would like to thank all our collaborators, partners, influencers, and followers for the part they played in the wide success of the campaign and for living out the values of solidarity and support in the face of adversity. We encourage all the community to continue to grow at home, and to stay safe and healthy, mentally and physically.”
As the largest green space in the center of Abu Dhabi, and a renowned family-friendly environment, the Park looks forward to welcoming back the larger community, upon government directives, and will be taking all the necessary precautionary measures to ensure the safety of its visitors and employees.
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