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2019 Asian Cup launch new campaign to inspire women across the UAE

Launched in conjunction with Emirati Women’s Day, the initiative will collaborate with women who work in a variety of sporting and community positions

Sport360 staff 2018/08/28

Organisers of the 2019 Asian Cup have launched a new nationwide campaign aimed at inspiring women across the UAE to fulfill their potential in the community.

Whether through sport or local initiatives, women in the Emirates are making positive change and are increasingly regarded as role models for the future.

The campaign, which continues the theme of the AFC’s highly-successful ‘It’s My Game’ movement is the first of its kind in the west zone and will feature stories of real women involved in sport and the community, from players to doctors, marketers to managers, referees, photographers, coaches and more.

AFC general secretary Dato’ Windsor John said: “Women’s football represents an essential pillar for the AFC and is an important part of the future success of Asian football.

“As we have witnessed through the ‘It’s My Game campaign,’ we will continue to invest in their development to fulfil our vision and mission in expanding the reach of the game and to empower communities of all nationalities, ages, and backgrounds.

“There is no better platform to showcase and celebrate the inspiring role of women than through Asia’s most prestigious and biggest-ever football tournament.”

Australia won the 2015 Asian Cup, claiming the title for the first time.

The campaign also aims to encourage conversations with the next generation on the prospects of pursuing a career in sport as well as leveraging the power of sport to empower the community.

Launched in conjunction with Emirati Women’s Day, the initiative will collaborate with inspirational women who represent a broad spectrum of nationalities and work in a variety of sporting and community positions.

To commemorate the moment, they posed for striking and powerful images showcasing the diversity of women who are part of the AFC Asian Cup UAE 2019 campaign.

Speaking on the launch of the campaign, tournament director Aref Al Awani said: “Our ambition is to show the next generation of women how to play a role in shaping the community and support sport in the UAE.

“That is why we are launching a campaign that will see us embark on a wide listening and learning exercise, where we introduce women to the massive opportunities of careers in sport or helping the community.

“What better way to launch this campaign than by capturing the women right now in the UAE working in sports and community roles. Young women can aspire to be involved through powerful imagery that shows them as they are – real, inspirational and lifting the UAE to new heights.”

Dr Reema Al Hosani, chief medical officer of the Asian Cup and one of the female figures involved in the launch shoot, was full of excitement for what lies ahead.

“This campaign is all about uncovering and celebrating the real stories of women excelling in the UAE,” she said.

“Over the next three months we have a brilliant opportunity to drive forward the agenda and showcase how women are making change. What a fantastic legacy that would be for the 2019 Asian Cup.”

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