Sharjah Launches First Global PR Challenge with Student Innovators

Photo:WAM

Sharjah has taken another big step in bringing young talent into the spotlight by launching the first-ever Global PR Challenge – Sharjah Edition. This special event is part of the pre-forum activities leading up to the 14th International Government Communication Forum (IGCF 2025), which will be held at Expo Centre Sharjah on September 10–11.

The new challenge gives students the chance to create strong communication ideas and campaigns that highlight Sharjah’s identity as a brand and strengthen its reputation both in the UAE and across the world. It also shows how the emirate is committed to encouraging creativity, supporting future leaders, and positioning itself as a global hub for modern communication.

Three Inspiring Campaigns Selected

Out of 30 students representing seven countries — Italy, Turkey, Hungary, Kazakhstan, India, Kenya, and the UAE (through American University of Sharjah students) — three projects stood out and have been shortlisted. These campaigns are:

1. “When in Sharjah, You are Home”

This campaign highlights Sharjah as a welcoming city where people from different cultures feel at home. The idea is to invite well-known global influencers to stay with Emirati families and take part in everyday activities like cooking, exploring, and celebrating traditions. Their experiences will be shared online and through media, creating a powerful message that Sharjah is more than a destination — it’s a place where people feel they belong.

2. “Ships of Culture”

Inspired by Sharjah’s rich maritime history, this campaign reimagines traditional dhow ships as carriers of culture. Special QR codes shaped like dhows will be placed across heritage sites, museums, universities, and waterfronts. When scanned, these codes will reveal stories, memories, and cultural narratives of Sharjah, available in digital form worldwide. This creative approach transforms the dhow from a trade ship into a symbol of Sharjah’s culture and innovation, allowing people everywhere to engage with the emirate’s story.

3. “One City, Many Voices”

This campaign uses technology to create a multi-sensory journey through the Sharjah Lens app. It offers immersive experiences like environmental soundscapes, hidden landmarks, stories narrated by local residents, and even a digital passport for visitors. The project also plans to use virtual reality at international airports, in partnership with airlines and cultural institutions, to showcase Sharjah as a vibrant, modern city rooted in heritage.

Sharjah’s Bigger Vision

By hosting this competition, Sharjah is not just encouraging creative ideas but also showing its long-term vision. The emirate wants to strengthen Sharjah Brand — a framework that carries its values, culture, and message to the world. Through such initiatives, Sharjah is proving its role as a bridge between tradition and modern innovation.

The winning project will be revealed during the official ceremony of the 12th Sharjah Government Communication Award (SGCA) on September 11, the final day of IGCF 2025.

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Why This Challenge Matters

This is not just another student event. The Global PR Challenge is a strategic platform that empowers young people to turn their ideas into real projects with lasting results. It inspires innovation, builds cross-cultural understanding, and encourages students to think about how communication can improve the quality of life in society.

For Sharjah, the challenge is a chance to bring together heritage, culture, media, and modern technology in ways that boost its global image. For the students, it’s an opportunity to showcase their creativity, teamwork, and vision on an international stage.

Looking Ahead

The excitement is building as the final day of IGCF approaches. Whether it’s through welcoming influencers into Emirati homes, transforming dhows into vessels of cultural stories, or using apps and VR to bring Sharjah alive, all three shortlisted projects share one goal — to show the world that Sharjah is a city of culture, creativity, and connection.

With the winning project soon to be announced, the Global PR Challenge is already being seen as a milestone event for youth empowerment and global communication.