Qatar Foundation's (QF) BilAraby initiative, in partnership with BLJ Worldwide, a leading strategic communications and public relations firm, secured the Gold Award for Best Use of the Arabic Language in a Media Campaign at the MEPRA Awards 2025.
BilAraby’s award recognises the initiative’s successful media campaigns and strategic planning, and its impact regionally and globally, following its launch in 2024 as a platform for inspiring ideas and solutions in Arabic that reflects QF's commitment to promoting and perpetuating the language.
Hisham Nourin, executive director, Strategic Initiatives and Programmes at QF, said: “This recognition highlights that focusing on contemporary Arabic content was a timely and strategic move, showing that our communities are able to engage with the modern era and partake in discussions on innovation and culture in their own language.
“The award highlights how genuine Arabic storytelling can emotionally connect with both regional and global audiences, creating meaningful and impactful relationships.”
BilAraby stood out as an initiative dedicated to enriching Arabic digital content and fostering a culture of innovation and knowledge exchange across the Arab world. Its strategic media campaigns are distinguished by their creative use of Arabic and storytelling with contemporary, high-quality content.
These campaigns aim to fill gaps in Arabic digital content, including bridging the gap between Arabic and other languages, while addressing key topics such as artificial intelligence, innovation, positive societal change, and the role of women in science. They offer inspiring Arabic examples that resonate with young people's aspirations. The judging panel awarded the prize based on strict criteria related to effective language use in communication, a standard that BilAraby’s campaigns exemplify through their modern content.
BilAraby’s media campaigns have translated this strategic approach into exceptional real-world impact. Between January and May 2025, campaign content reached over 421.9mn people across traditional and digital channels, generating broad engagement across multiple countries. The content achieved a significant surge in digital interaction, with 13.3mn views for documentary-style content, demonstrating the strength of contemporary Arabic media.
