The “Life Objectives” initiative of Dubai Holding is a Programme aimed at empowering blue-collar workers in the United Arab Emirates (UAE). The Programme is intended to improve the workers’ quality of life and to assist them in achieving their personal and professional goals.
The project Life Objectives focuses on three major areas: education, health, and financial planning. Blue-collar workers will have access to a variety of resources and services under the initiative, including vocational training and education programmes, healthcare services, and financial planning tools.
One of the initiative’s key goals is to assist blue-collar workers in the UAE in improving their job prospects and advancing their careers. This will be accomplished through a variety of training programmes and vocational courses aimed to help them enhance current abilities and acquire new ones. Life Objectives, which will be launched during the Holy Month of Ramadan 2023 and will run throughout the year, focuses on improving the financial resilience of blue-collar workers and recognizing their substantial contribution to the Dubai ecosystem.
As part of a strategic relationship between Dubai Holding and Visa, free and thorough financial literacy classes are delivered to over 9,000 blue-collar workers within the Group with the help of volunteer employees from both organizations’, with the goal of increasing their financial inclusion. Budgeting, spending, saving, cards, and fraud are among the subjects covered in the classes.
Life Goals also includes a series of activations across some of Dubai Holding’s destinations and communities to reward employees and improve their well-being, such as our business entities organizing the delivery of Iftar and care parcels to employees’ accommodations and providing unique experiences across a number of our parks and attractions.
The ‘She is’ campaign is part of our continued commitment to gender equality and is connected with the Dubai Holding Gender Equality and Inclusion Framework, allowing us to remain focused on creating a sustainable environment that inspires human aspiration and achievement. The audience will learn about some of our diverse women, our business sectors, and how our ‘unconscious bias’ towards specific jobs or professions may form, only to later realize how vital it is to ‘unlearn’ these biases through the campaign’s creatives.
In honour of Emirati Women’s Day 2022, the campaign launched its first phase, profiling leading Emirati female talents from across the Group through a series of employee communications, social media posts, and a video that shed light on their roles while sharing the sources of their personal inspiration. The second phase of the campaign highlights more of our diverse female talents from across the Group, while ensuring that more sectors are covered and the campaign’s fundamental purpose – helping to lift unconscious bias – remains at the forefront.
Financial literacy courses will be provided to over 9,000 blue-collar workers as part of Dubai Holding’s latest community initiative set to launch this Ramadan. The free courses that will be offered in partnership with Visa, will cover budgeting, spending, saving and cards as well as how to identify and protect themselves from fraud.
Finally, the Life Objectives project offers financial planning tools and services to assist employees in managing their finances and planning for the future. This includes access to financial planning courses, budgeting tools, and other services aimed at assisting employees in meeting their long-term financial objectives.
Ultimately, the Life Objectives project is a significant step towards empowering blue-collar employees in the UAE and assisting them in achieving their personal and professional objectives. Dubai Holding contributes to the creation of a more equal and inclusive society for all UAE workers by offering access to education, healthcare, and financial planning resources.
