Celebrates 100 years of Citizen
Seeking out, celebrating and rewarding inspiring heroes of the UAE. Citizen’s #MyBetterStartsNow campaign which launched in the UAE, in many ways reflects the brand’s Driven philosophy, which underpins its ambitious aspirations while reflecting its position as a global pioneer in watch technology. The initiative also coincides with Citizen’s 100th anniversary year.
For the #MyBetterStartsNow campaign, Citizen collaborated with four UAE-based influencers who themselves have been and continue to be “Driven” through their committed endeavours to self- improve, and subsequently have a positive influence on the people and communities around them. They include Diaa Allam, an Egyptian calligraphy artist based in Dubai who creates highly original pieces of art which pay homage to Arabic culture and Katie Pattison-Hart, a British national based in Dubai, who along with four other women, rowed across the world’s second largest ocean, the Atlantic, covering 5,000kms from the Canary Islands to Barbados, to raise awareness for ending human trafficking.
Other members of the population are thus encouraged to tell their own inspirational stories through the #MyBetterStartsNow campaign, with the most deserving and altruistic back story will win 25,000 dirhams as a donation to their cause. Individuals can nominate themselves, a friend or family member through a dedicated website www.citizen-me.com/mybetterstartsnow or through the influencers’ own social channels where they are invited to share their story.
Kato Keiji, General Manager of CITIZEN explains: “The Better Starts Now campaign is all about striving to make improvements, to challenge the status quo and be driven to make tomorrow better than today. It’s this sense of continued improvement which epitomizes our brand, and which has enabled us to be trail- blazers in areas such as light and satellite technology, which we pioneered, and which we continue to evolve. We are very excited to be working with four outstanding individuals who we feel brilliantly demonstrate our philosophy; they have each shown amazing determination, empathy and grit, along with a drive to change the world and make it better. We believe that each of them will be very successful in championing our initiative and recruiting a plethora of unsung heroes out there in the UAE who share a similar drive and attitude.”