Page 112 - MBRF PR REPORT - DECEMBER 2024

12/11/24, 4:50 PM Latest News
native language while expanding their reach among diverse societal segments, including non-Arabic
speakers.

His Excellency Jamal bin Huwaireb, CEO of MBRF, said: “The first edition of the ‘Bil Arabi’ initiative was
launched more than a decade ago, in line with MBRF’s enduring efforts to enhance Arab identity and develop

effective tools to preserve and promote it on the global stage. Through the years, the initiative has
significantly influenced the Arab linguistic landscape by driving the use of the Arabic language on social

media, bolstering the language’s presence in the digital space, and revitalizing cultural and linguistic
connections in the society.”

His Excellency added: “Recently, the initiative earned the ‘King Salman Global Academy Prize for Arabic
Language 2024,’ demonstrating its role in raising awareness of the Arabic language and its beauty. In its 12th
edition, the ‘Bil Arabi’ initiative will continue to serve as a pioneering platform for promoting Arabic in daily life,

especially among younger generations, through strategically designed events to engage diverse
demographics.”

The ‘Bil Arabi’ campaign kicks off through online events and competitions on the initiative’s social media
accounts from 12 to 19 December 2024. Onsite activities will run from 14 to 18 December 2024 at several
malls across the UAE, offering an enriching experience for public participation and interaction. Dedicated

platforms will be set up at locations including Mirdif City Centre and Etihad Mall in Dubai, Al Zahia Mall in
Sharjah, Ajman City Centre in Ajman, and Bawadi Mall in Al Ain.

Featured activities include ‘The Storyteller,’ where three interactive stories chosen by participants will be
narrated, and an ‘Interactive Screen’ offering a quiz for children and adults on the Arabic language and its

knowledge. Successful participants will receive prizes onsite. Additionally, a ‘Selfie Screen’ will allow visitors
to take pictures with backgrounds and characters related to the Arabic language and its heritage, while the

‘Talking Hologram’ activity will let audiences ask questions to a virtual character that responds interactively
and engagingly.
The ‘Bil Arabi’ initiative was launched by MBRF in 2013 as a pioneering knowledge project to enhance Arabic

digital content and effectively address related challenges. Over the years, the initiative has achieved
remarkable success, significant online engagement through the hashtag #BilArabi both regionally and

globally.
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