On the occasion of the 46th National Day, du has launched a creative production ‘UpForIt’ as a tribute to all community segments that contribute to achieving and making the impossible possible in the UAE.
The citizens and residents of the UAE turn challenges into opportunities on a daily basis to endorse the efforts of the UAE, to achieve glory in numerous international forums, and to raise the country’s name to become one of the top globally developed countries. ‘UpForIt’ is created in collaboration with poet Ahmad Al Gafly and composer Khalid Nassir, to inspire people all over the UAE to overcome obstacles in their everyday lives.
“At du, we look at each National Day as an opportunity for us to reflect on the year, and to look to the future. In the Year of Giving, we want to champion those UAE residents and citizens who always rise to the task, and strive for greater things, mirroring the achievements of the UAE who have always been up for any challenge,” said Abdulwahed Juma, Executive Vice President, Brand and Corporate Communications, du.
‘UpForIt’ portrays the victories of multiple people facing challenges. The first person in the production, Fahad Mohammad Ali, is a man confined to a wheelchair who lost both of his legs due to medical complications. Through determination and perseverance he became a paraplegic athlete, who has now won gold and silver medals across multiple races. The video also showcases the triumphs of people achieving their goals. This includes; architects and construction workers completing a large project in the UAE, a marathon runner summiting a mountain, an astronaut, a graduate, and a firefighter, amongst others.
du has collaborated with the Dubai Club for People of Determination, the Community Development Authority, and Kalimati Communication & Rehabilitation Centre to create a new sign, in sign language, to help everyone express ‘UpForIt’.
Also, in an effort to encourage people in the UAE to share their personal triumphs on social media, in light of National Day, du has also created the hashtag #UpForIt to spread the spirit of achievement, and inspire others to conquer their obstacles.