Al Jalila Foundation, a global healthcare philanthropic organisation dedicated to transforming lives through medical research, education and treatment, works with partners, donors and the wider community to showcase its life-transforming programs and the impact on lives. Ahmad Haffar, a leading musical and vocal talent in Dubai, saw an opportunity to give back to the community by offering his services to create audio sonic branding to strengthen Al Jalila Foundation’s communications. In today’s world of social media, audio identity (sonic branding) has immense power to elevate brand recognition. Ahmad, wanted to create a unique sound that would spread a message of hope not just through words, videos and messaging… but also through music.
Now, while most people know that Ahmad is behind some of the region’s biggest voices, they may not know his music work as well as they should. Being the man behind the music of brands such as Etisalat, Majed Al Futtaim, Aramex, Rixos Hotels international and the vaccine initiation drive, #4humanity & more, Ahmad is known as a sonic branding specialist with over 6 awards under his belt for his sonic branding work across the UAE, Saudi and beyond.
When Ahmad took on the challenge to create the audio identity for Al Jalila Foundation, he only had a few words to say, stating: ‘’It is nothing short of a true honor to create the music for Al Jalila Foundation which was founded by His Highness Sheikh Mohammed Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. Coming from a tough life where many people have helped me grow, I knew I went through a lot of struggles, and channeled the hope that I had in me back then, within this sonic. I felt every second of the short sonic music, and developed the main song from the bottom of my heart, to ensure that the message of hope, love and tolerance is spread as wide as can be.’’
Additionally, Al Jalila Foundation’s CEO, Dr Abdulkareem Sultan Al Olama has commented on the importance of sonic branding for a company’s growth. He said, “At Al Jalila Foundation, we are always seeking creative ways to communicate our message of hope and the work we do to transform lives. By including strong and hopeful music, through sonic branding, into our communications we look forward to touching people’s hearts with an instantly recognisable sound to showcase our work. We are grateful for partners like Ahmad Haffar who lend their skills and talents to give back to the community.”
And with that, the message is clear. And we all look forward to hearing the music around the UAE and beyond … the message of hope, the helping hand of Al Jalila Foundation.
