World Without Walls - a Meaningful Ramadan Message From Babyshop With a Surprising and Refreshing Perspective

Press release
Published May 23rd, 2018 - 11:37 GMT
To bring this campaign to life, Babyshop will be organizing in-store activities, onground initiatives and a co-creative social media activation to bring #WorldWithoutWalls to people around the region.
To bring this campaign to life, Babyshop will be organizing in-store activities, onground initiatives and a co-creative social media activation to bring #WorldWithoutWalls to people around the region.

This Ramadan, Babyshop, the one-stop destination and leading Omni-channel children’s retail brand from Landmark Group has embarked on a purposeful communication platform,  a ‘World Without Walls’, a Ramadan campaign launched to transcend functional benefits and challenge people, especially adults, to reconsider accepted thinking and behavior.

We all have an “us” that we work for, care for, sacrifice for and live for. Our family. Our extended family. Our friends. Our hometown. Our social circles. Our clubs. Our nation. Our race. The truth is that we’re caring and supportive and empathetic to our fellow “us”, but meanwhile, we remain indifferent or even worse to our non-fellow “them”.

Commenting on this great and unique campaign is Ruban Shanmugarajah, Chief Operating Officer, Babyshop, United Arab Emirates, said: “In this uncertain time when the world around us remains divided between “us” vs. “them”, when we’re all building walls between countries, families, neighbours, economic and social statuses and each other, Babyshop is sharing a message during Ramadan, the month of unity and togetherness - but, with a ‘unique’ twist. The campaign will bring together people from different cultures and backgrounds to open up their hearts, doors and minds and see the world around them without walls.”

He added: “When the mind is illumined with wisdom, unacceptable discrimination no longer prevails, because harmony and the spirit of unity take over. Today, the world needs to be united as a family, practicing tolerance, accepting and loving each other. ‘A World Without Walls’ stands for acceptance without prejudice and a nonjudgmental outlook and we hope to deliver the message of unity and togetherness through this campaign.”

The “World Without Walls” campaign is being launched on YouTube and Facebook, through a short video which has been produced in both Arabic and English. The video encourages viewers to share the message of a World Without Walls using the hashtag #WorldWithoutWalls.

To bring this campaign to life, Babyshop will be organizing in-store activities, onground initiatives and a co-creative social media activation to bring #WorldWithoutWalls to people around the region.

For more on this campaign, please visit Babyshop’s YouTube channel and Facebook page.

Background Information

Landmark Group

The Landmark Group began its journey in 1973 with one store in Bahrain and has grown into one of the largest retail and hospitality conglomerates in the Middle East, Africa and India. Currently the Group operates over 2,300 outlets, encompassing over 30 million square feet across 22 countries.

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