du project to recognise UAE residents who surmount obstacles

"UpForIt" creative initiative to honour inspirational individual and community groups
UpForIt initiative has been created in collaboration with the poet Ahmad Al Gafly and composer Khalid Nassir.
UpForIt initiative has been created in collaboration with the poet Ahmad Al Gafly and composer Khalid Nassir.


du has launched an initiative to recognise UAE residents and citizens who overcome obstacles in their everyday lives on the occasion of the 46th National Day.

“UpForIt”, a creative production, has been created in collaboration with the poet Ahmad Al Gafly and composer Khalid Nassir.

In the Year of Giving, we want to champion those UAE residents and citizens who always rise to the task, and strive for greater things, mirroring the achievements of the UAE who have always been up for any challenge,” said Abdulwahed Juma, executive vice president, brand and corporate communications, du.

The first person in the production, Fahad Mohammad Ali, is a man confined to a wheelchair who lost both of his legs due to medical complications. Through determination and perseverance he became a paraplegic athlete, who has now won gold and silver medals across multiple races.

The video also showcases the triumphs of other people achieving their goals. This includes; architects and construction workers completing a large project in the UAE, a marathon runner summiting a mountain, an astronaut, a graduate, and a firefighter, amongst others. Throughout the production, a choir sings the “UpForIt” song du created to inspire people across the UAE to overcome their personal obstacles.

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