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Creative

Why This Retailer Wants to Change the Arabic Word for ‘Parenthood’

Middle Eastern store Babyshop and FP7/McCann seek to reform a paternal-focused Arabic word

Why This Retailer Wants to Change the Arabic Word for ‘Parenthood’

To celebrate mothers in the Middle East around Mother’s Day recently, leading retailer Babyshop and its agency FP7/McCann MENA Dubai created a new Arabic word: Al Umobuwah. 

Arabic contains a variety of words that stem from paternal-centred roots, including the word for ‘parenthood’. Written ‘الابوة’ and pronounced ‘Al Obuwah’, it translates into ‘fatherhood’, omitting mention of the mother. 

To represent a brand that stands for ‘Celebrating parenthood’, the agency worked with a team of Arabic writers to introduce a new Arabic word to include mothers and fathers. ‘الأموبوة’, pronounced ‘Al Umobuwah’, translates into ‘Motherhood and Fatherhood’, and gives both parents equal representation in the word. 

With the introduction of ‘Al Umobuwah’, Babyshop wishes to recognise and celebrate mothers not just for Mother’s Day, but for every other day. 

An online video that was launched to share the idea and purpose behind the campaign features people who have embraced and used the word. 



Arab influencers have shared the idea and are endorsing it and creating social media interactions with their followers around it.

The word will also be shared across schools. A new clothing line entitled ‘Al Umobuwah’ has been launched for toddlers, infants, kids, teens and adults with a show planned to introduce the collection. 

The campaign includes in-store and out-of-store interactive experiences to get people acquainted with the word, with the eventual aim to get the word into the Arabic dictionary.
Client

Brand: Babyshop

Creative Agency

Creative Agency: FP7/McCann MENA, Dubai

Strategist: Tahaab Rais, Moushami Bhattarcharya Dighe, Anna Sadykova

Designer: Mohammed, Erol Salcinovic

Account Management: Nima Askari, Vicky Kriplani, Marine Deneufbourg

Social Media: Mohtab Arabiat, Maggie Joseph

Creative: Tahaab Rais, Kartik Aiyar, Katarina.Vasilj, Fanny Abi Rached, Maher Dawah

Category: Retail and restaurants , Retail stores

Genre: Digital , Experiential , PR