CITIZEN’s “#MyBetterStartsNow” campaign seeks out UAE’s inspired and driven individuals

Leading watch brand’s collaboration with inspirational influencers will ignite a recruitment drive though media and social media to find individuals who personify the “Better Starts Now” philosophy of CITIZEN

Initiative will allow unsung heroes to be recognized for their endeavours, with the most deserving individuals receiving a reward for their cause

Dubai, UAE (December 12, 2018): Seeking out, celebrating and rewarding inspiring heroes of the UAE is the aim of Japanese watch manufacturer, CITIZEN with the launch of its “#MyBetterStartsNow” campaign unveiled today at Five hotel, Palm Jumeirah.

The initiative reflects CITIZEN’s “Driven” philosophy, which underpins its ambitious aspirations while reflecting its position as a global pioneer in watch technology.  It also marks CITIZEN’s 100th anniversary year providing a significant opportunity to communicate to both existing and new customers the innovative drive and passion which has ensured the longevity of the brand.

CITIZEN has collaborated with four UAE-based influencers who themselves have been and continue to be “Driven” through their committed endeavours to self-improve, and subsequently have a positive influence on the people and communities around them.  Their role in the campaign involves telling their own inspirational stories through social media channels, thereby encouraging other members of the population to come forward with theirs.  The most deserving and altruistic back story will win 25,000 dirhams as a donation to their cause.  Individuals can nominate themselves, a friend or family member through a dedicated website www.citizen-me.com/mybetterstartsnow or through the influencers’ own social channels where they are invited to share their story.

The four “#MyBetterStartsNow” influencers represent different cultures and backgrounds, but all share a similar tale of self-improvement and life-changing aspiration that has effected positive change.  They are:

Reem Al Marzouqi

In 2013, Reem, as a young Emirati student of engineering at United Arab Emirates University, Al Ain, developed the first car designed to be driven without using hands or arms – making her the first Emirati to receive a US patent. Reem is motivated to finding solutions that will help society, particularly People of Determination, and she is also an inspiration to young women in the region wanting to make their mark in what is typically regarded as a male-dominated industry.

Diaa Allam

Diaa Allam is an Egyptian calligraphy artist based in Dubai who gave up his profession in urban planning and architecture to pursue his passion.  Diaa uses the experience drawn from his former career to create highly original pieces of art which pay homage to the Arabic culture. In his own words, he is focused on “turning the immortality of the Arabic language into a thing of infinite beauty” Diaa has held many exhibitions across the region and has a growing fan-base, his work being highly distinctive, combining graphic design elements with contemporary art in an inimitable style.

Katie Pattison-Hart

Katie is a British national based in Dubai.  In 2011, in the thick of her corporate career, Katie joined the RowForFreedom team to raise awareness for a cause that had opened her eyes to a new reality – ending Human Trafficking. In 2012 Katie, along with four other women, rowed across the world’s second largest ocean, the Atlantic, covering 5,000kms from the Canary Islands to Barbados, earning substantial donations for her cause, and breaking a world record as a team member of the very first all-female crew to sail this ocean.