Abu Dhabi Fund for Development (ADFD), represented by its Corporate Communication Department, has won the Sharjah Government Communication Award in the category of “Best Investment in 'Soft Power' to Support Communication Programmes”.
This prestigious award recognizes the Fund’s outstanding efforts in utilizing elements of soft power to create impactful communication strategies that advance the UAE’s sustainable development goals and strengthen its reputation globally.
The award was presented by His Highness Sheikh Sultan bin Ahmed bin Sultan Al Qasimi, Deputy Ruler of Sharjah and Chairman of the Sharjah Government Media Bureau, to His Excellency Mohammed Saif Al Suwaidi, Director General of ADFD, during the official ceremony of the award’s 12th edition. The event was held alongside the 14th edition of the International Government Communication Forum at Expo Centre Sharjah. Marking a significant achievement in the Fund’s communication journey.
ADFD received this recognition after meeting the criteria for its excellence in influencing public opinion and creating significant impact worldwide through communication messages rooted in the principles of soft power. These principles, including the strategic use of economic cooperation, technology, culture, and education, are all aligned with the UAE’s Soft Power Strategy. The UAE’s strong commitment to these values has led it to be ranked first regionally and tenth globally in the 2022 Global Soft Power Index, underscoring its global leadership in soft power.
H.E. Mohamed Saif Al Suwaidi, Director General of Abu Dhabi Fund for Development, said: “This award reflects ADFD’s continued dedication to promoting the UAE’s soft power narrative. It highlights our strategic alignment with the country’s development goals and reinforces our commitment to supporting UAE Centennial 2071.”
He added: “This recognition adds significant value to ADFD’s efforts in corporate communication and motivates us to continue utilizing soft power to communicate the UAE’s development story globally, positioning the country as a leading model in sustainable development and international cooperation.”
The impact of ADFD’s work is visible through its financing of key development projects. Prominent initiatives include the Fund’s contribution to the Early Childhood Development Centers in Colombia with an investment of USD 10.5 million that led to the establishment of 37 centers offering critical educational, healthcare, and social services to thousands of children and families.
In Africa, the Fund’s investment in the Metolong Dam Project in Lesotho, amounting to AED 77.1 million, has provided over half a million households with access to clean drinking water and renewable energy. The project also supported over 20 schools, strengthening the country’s educational and water security, while reinforcing the UAE’s role as a key enabler of sustainable development across the African continent.
This year’s Sharjah Government Communication Award attracted more than 2,600 submissions from 37 countries, with 74 finalists competing across 23 categories. The award category, “Best Investment in 'Soft Power' to Support Communication Programmes”, highlights the importance of investing in cultural, educational, and media tools as powerful instruments for fostering global influence, understanding, and enhancing the image of institutions and nations.