Qatar Foundation’s BilAraby initiative has received the Gold Award for Best Use of the Arabic Language in a Media Campaign at the 2025 MEPRA Awards, held in Dubai. The recognition highlights the initiative’s successful media strategies and its growing impact on promoting Arabic language content both regionally and internationally. The award underscores Qatar Foundation’s commitment to fostering innovation and cultural exchange through the Arabic language.
The Middle East Public Relations Association (MEPRA) Awards are considered a premier acknowledgement of excellence in strategic communications across the Middle East. BilAraby, launched in 2024, was specifically honored for its campaigns designed to inspire ideas and solutions in Arabic, reflecting a broader effort to elevate the language in contemporary discourse.
BilAraby’s Success: Championing Arabic Language Media
The initiative’s success stems from a strategic focus on creating high-quality, contemporary Arabic content. Hisham Nourin, Executive Director of Strategic Initiatives and Programmes at Qatar Foundation, stated that the award demonstrates the relevance of engaging communities with modern discussions in their native language. This approach aims to showcase the ability of Arabic speakers to participate in global conversations about innovation and culture.
However, the challenge remains to consistently produce engaging content that resonates with diverse audiences. BilAraby’s campaigns have demonstrably addressed this, achieving significant reach and engagement.
Campaign Reach and Engagement
Between January and May 2025, BilAraby’s media campaigns reached over 421.9 million people across various platforms, including traditional media and digital channels. This broad reach extended across multiple countries, indicating a growing interest in Arabic-language content beyond the Arab world.
Additionally, the initiative saw a substantial increase in digital interaction, with documentary-style content garnering 13.3 million views. This surge in viewership suggests a strong appetite for contemporary Arabic media that explores innovative ideas and cultural themes. The success of these campaigns is attributed to a collaborative effort with BLJ Worldwide, a strategic communications firm.
Iman Asante, Managing Director of BLJ Worldwide, emphasized the power of innovative integrated media campaigns in inspiring creators and innovators. The partnership focuses on fostering an environment where visionary minds can share transformative solutions, tailored to resonate with audiences in their own language. This targeted approach has been instrumental in BilAraby’s success during its first year.
Fostering Innovation and Knowledge Exchange
BilAraby distinguishes itself through its dedication to enriching Arabic digital content and promoting a culture of innovation and knowledge exchange throughout the Arab world. The initiative’s strategic media campaigns are characterized by their creative use of the Arabic language and compelling storytelling. This focus on quality content aims to counter the historical underrepresentation of Arabic in digital spaces.
The initiative’s impact extends beyond mere viewership numbers. By providing a platform for Arabic-language content, BilAraby contributes to the preservation and evolution of the language, ensuring its continued relevance in a rapidly changing world. This is particularly important given the increasing dominance of English in scientific and technological fields. The promotion of Arabic content also supports cultural identity and regional dialogue.
Related efforts to promote the Arabic language include initiatives by UNESCO and various national governments to encourage Arabic language education and digital literacy. These programs aim to address the digital divide and ensure that Arabic speakers have equal access to information and opportunities online.
The growing interest in digital Arabic is also fueled by the increasing number of Arabic-speaking internet users, creating a larger potential audience for Arabic-language content. This demographic shift presents both opportunities and challenges for content creators and media organizations.
Looking ahead, Qatar Foundation and BilAraby are expected to continue expanding their media campaigns and exploring new avenues for promoting Arabic language content. Future initiatives may focus on supporting Arabic-language startups and fostering collaborations between creators and innovators across the region. The long-term success of BilAraby will depend on its ability to adapt to evolving digital trends and maintain its commitment to quality and innovation. Further data on the initiative’s impact and future plans is anticipated in the coming months.
