Transforming Perceptions around Premarital Genetic Testing in Abu Dhabi

Weber Shandwick MENAT and The Department of Health - Abu Dhabi

In this region, high rates of genetic disorders are common due to marriages between couples with close family ties. In 2022, optional genetic screening was initiated to safeguard the wellbeing of local communities. In 2024, this will become a mandate for Emirati citizens planning to marry. <br /><br />Recognizing considerate communication in Arabic as key to addressing this critical public health challenge, the Department of Health – Abu Dhabi and Weber Shandwick collaborated to reposition an optional genetic screening into a societal mandate. It meant tackling key issues including cultural sensitivities, stigma and low awareness of genetic disorders.<br /><br />This successful campaign shifted cultural perceptions and prepared the community for change, increasing awareness by 60% among the target demographic audience. In addition, over 800 couples chose to opt in before the mandate came into effect, showing the significant impact of combining a strategic phased approach with the right tone and visuals.