• My basket
    Quantity
    Price
  • Your Shopping Basket is empty.

Total — £ (ex. VAT)

Al Umobuwah: Putting "Mum" into "Parenthood"

Award: Shortlist

Shortlist / Creativity for Good / Design/Brands / 2019

Babyshop, a children’s retailer across Saudi Arabia, UAE and the Gulf, needed to improve its reputation with Arab millennial mothers.

While the Middle East, especially Saudi Arabia, has progressed regarding women’s rights, the Arabic word for ‘parenthood’ (a part of Babyshop’s positioning of ‘Celebrating Parenthood’) meant ‘fatherhood’, owing to Arabic’s etymology.

So, Babyshop became the first brand to create a new Arabic word.

Despite negative feedback from conservatives, we propagated the word and won. By July 2019, the word will be reviewed for inclusion in the Arabic dictionary.

  • Asset not processed

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again