Video campaign spreads breast cancer awareness through sign language

 Emirates NBD, a leading banking group in the Middle East, North Africa and Turkey (MENAT) region has released an inspiring video for breast cancer awareness targeting people of determination (people with disabilities), specifically with hearing and speech impairments.

The centre piece of the campaign is a video featuring a lady speaking through sign language, with no subtitles, transitioning to her looking at the bottom of the screen where subtitles start to appear as she starts speaking with sign language. The video conveys that while the whole month of October focuses on breast cancer awareness and the importance of self-examination – this message often does not reach everyone.

The video emphasises that breast cancer does not discriminate, and neither should its communication. It leaves audiences with the incisive message that no one should be left behind in the fight against breast cancer and urges viewers to share the video further, especially with people of determination they may know.

Commenting on the campaign, Moadh Bukhash, Chief Marketing Officer, Emirates NBD Group said, “As a bank that has always championed social causes and that is committed to inclusion, we are proud to bring to the limelight an important, less spoken about message. Through our video, we hope to make a difference and spread greater awareness about breast cancer to each and every individual, without discrimination. Our new campaign is well aligned with the bank's #TogetherLimitless platform that advocates for the social, financial and workplace inclusion of persons of determination.”

You can watch the video here and share to spread the word.

About Emirates NBD

Emirates NBD (DFM: Emirates NBD) is a leading banking group in the MENAT (Middle East, North Africa and Turkey) region with a presence in 13 countries, serving over 17 million customers. As at 30th June 2022, total assets were AED 711 billion, (equivalent to approx. USD 193 billion). The Group has operations in the UAE, Egypt, India, Turkey, the Kingdom of Saudi Arabia, Singapore, the United Kingdom, Austria, Germany, Russia and Bahrain and representative offices in China and Indonesia with a total of 900 branches and 4,086 ATMs / SDMs. Emirates NBD is the leading financial services brand in the UAE with a Brand value of USD 3.7 billion. 

Emirates NBD Group serves its customers (individuals, businesses, governments, and institutions) and helps them realise their financial objectives through a range of banking products and services including retail banking, corporate and institutional banking, Islamic banking, investment banking, private banking, asset management, global markets and treasury, and brokerage operations. The Group is a key participant in the global digital banking industry with 94% of all financial transactions and requests conducted outside of its branches. The Group also operates Liv., the lifestyle digital bank for millennials.

Emirates NBD contributes to the construction of a sustainable future as an active participant and supporter of the UAE’s main development and sustainability initiatives, including financial wellness and the inclusion of people of determination. Emirates NBD is also an early supporter to Dubai Can sustainability initiative, a city-wide initiative aimed to reduce use of single-use plastic bottled water.