Discover the secrets behind this award-winning campaign with Memac Ogilvy;s Riham Elhoushi, Group Account Director, PR (Qatar).
In this exclusive session, Riham will share lessons learned from the #2024MEPRAAwards Gold-winning campaign in Best Campaign in Qatar, Best Arts & Culture Campaign, Best Education Campaign, and Best Corporate Reputation Campaign.
What you’ll gain:
- Insights into faith-based communication
- Key takeaways to elevate your own strategues
- 5 CPD Points
2024 MEPRA Awards Gold Winner
Best Campaign in Qatar
Best Arts & Culture Campaign
Best Education Campaign
Best Corporate Reputation Campaign
Submitted by
Memac Ogilvy and Qatar Foundation
About the Campaign
Al-Mujadilah is an Arabic word that means one who disputes. The word was chosen as the name of a center and mosque for women that launched in 2024.
The launch and potential for controversy created a core challenge for Memac Ogilvy’s client, Qatar Foundation (QF): to transcend controversy and keep audiences focused on how an organization is meeting Muslim women’s spiritual, intellectual, and social needs.
Extensive research was conducted, from reading entire essays on the history of women’s places of worship, to conducting focus groups with women in Qatar to identify their core needs.
Messaging was then fine-tuned and refined over a two-year process, factoring in findings and the results of messaging testing.
A tight-knit strategy was developed that relied on confidentiality and informing all critical audiences in a short time frame. The result: a clear impact leaving no room for rumours, with packed classrooms and prayer hall.
Presented by
Riham ElHoushi, Group Account Director, PR, Memac Ogilvy, Qatar
Riham ElHoushi is a Group Account Director at Memac Ogilvy Qatar, a seasoned PR leader deeply rooted in the Qatari landscape. With a proven track record of managing complex communications operations, Riham has played a pivotal role in shaping Qatar’s national narrative, notably in positioning tourism as a keydevelopment sector.
Riham’s leadership has also been instrumental in building high-performing teams for prominent clients like Qatar Foundation, Doha Forum and Geneva International Motorshow. A skilled communicator and writer with a background in journalism, including contributions to The New York Times and Huffington Post, Riham brings invaluable insights and training to her clients.
Born and raised in Qatar, Riham received a Bachelor’s degree in Journalism and Mass Communication, with a minor in International Relations from the American University in Cairo.
Location
This is a virtual session hosted on Zoom
Date & Timings
Wednesday, 5th March 2025 12:30pm – 1:30pm GST