Ooredoo – The Turning Point

GREY Doha, Ooredoo Oman

Ooredoo’s “The Turning Point” campaign launched on Oman’s National Women’s Day, creatively leveraging the Arabic language to champion gender equality. The campaign centred on transforming Ooredoo’s logo by adding a second dot, resembling the Arabic letter ’Ta Marbuta,’ which feminises words. This subtle change allowed Ooredoo to prefix traditionally male-associated words like ”Leader,” ”Ambitious,” and ”Strong” into their feminine forms, reimagining them as symbols of female empowerment. Through targeted social media and event activations, the campaign resonated deeply with Omani society, fostering conversations around women’s leadership and challenging cultural stereotypes. With no media spend, it achieved impressive organic growth and widespread attention. The initiative not only ignited a national dialogue on gender equality but also inspired other organisations to promote leadership roles for women, marking a significant cultural shift in Oman’s corporate landscape.