Azraq

THE BRIEF

Azraq, a not-for-profit marine conservation organization based in the UAE, is dedicated to preserving and protecting marine life through education, advocacy, and action. As a long-standing pro bono client, Azraq relied on Ruder Finn Atteline to amplify its voice and raise awareness for its initiatives across the region.

Our goal was to spotlight Azraq’s work – from mangrove planting and coral restoration campaigns to its Sustainable Fashion Directory and volunteer programs – and position its spokespeople as leading voices in sustainability and marine conservation.

THE DELIVERY

Ruder Finn Atteline developed a focused communications strategy, with an emphasis on media relations and thought leadership, to ensure Azraq’s work received the attention it deserved.

• Media Relations: We crafted press releases and media pitches highlighting Azraq’s diverse campaigns and partnerships, including initiatives such as mangrove planting drives, coral restoration efforts, and the launch of its Sustainable Fashion Directory. Our team secured coverage across leading regional publications, including The National, Gulf News, Vogue Arabia, and Harper’s Bazaar Arabia, among others, to amplify Azraq’s activities, its mission, and the importance of marine conservation. This coverage was timed strategically to coincide with global moments, such as Earth Day, World Oceans Day, and the UAE’s environmental initiatives, to maximize impact.
• Thought Leadership: To further establish Azraq’s credibility, we positioned its spokespeople as experts in marine conservation through interviews, op-eds, speaking opportunities, and panel discussions. This helped strengthen Azraq’s role as a thought leader in the sustainability space.

THE OUTCOME

Our efforts contributed to meaningful awareness and recognition for Azraq:

• Increased Visibility: Consistent coverage across leading regional media outlets, spotlighting Azraq’s initiatives and campaigns
• Thought Leadership: Established Azraq’s spokespeople as trusted voices in sustainability and marine conservation, with interviews and commentary featured in top-tier publications
• Long-Term Advocacy: Strengthened Azraq’s reputation as a leading marine conservation NGO in the UAE, helping it engage volunteers, partners, and the wider community