Move to promote Emirati identity 

(MENAFN - Khaleej Times) Commercial establishments in Dubai including eateries will be asked to highlight the Arabic language in their boards and menu cards, as part of a new initiative of the Dubai Municipality to promote Emirati identity.

The new campaign titled 'Our Character is Our Identity' will promote and propagate Emirati identity among the Municipality's staff, clients and the general public, the Director General of the Dubai Municipality, Hussain Nasser Lootah said in a press release.

"Various factors define our Emirati identity and serve as an integral part ," Lootah said.

"We have our great religion, culture and rich tradition. Our nationalistic concepts and values as well as our economical and social development all join together to embody the great Emirati identity," he said.

"As the civic body of Dubai, we would like to urge our employees and clients as well as the public to be characterised with the very identity and to practice it in words and deeds with its full sense and spirit," Lootah further said.

The Corporate Marketing and Relations Department at the Municipality will coordinate with other sections to put the concept of the campaign into practice. Lectures, seminars and other programmes are on the cards to attain the targeted goals. The DM staff will be directed to deal with its customers with high values and characters attuned to Islamic moral practices. Employees will be wearing costumes depicting the Emirati culture, and high importance will be given to the Arabic language in personal and official communications and dealings.

According to officials with the Department, the Arabic language will get an increased focus as private shops, cafeterias and hotels will be instructed to maintain the importance of the language while exhibiting boards and menu cards.