DMI dials into 'My Mother… My Family'

As part of its commitment to encourage employee communication and activities across the organisation and in line with UAE’s traditions and values, Dubai Media Incorporated (DMI) conducted a ‘My Mother… My Family’ to celebrate Mother’s Day in a special way.

Aimed at reinforcing family bonds among employees, the initiative - the first of its kind for DMI - offered employees the opportunity to call home locally and internationally in a fun and interactive way.

DMI fabricated phone booths panels and asked employees to support each other by volunteering to hold the boards to form a phone booth, so their other colleagues can make the calls.

DMI picked up the cost of all ‘My Mother… My Family’ phone calls, generating joy and gratitude vibes.

Commenting on the highly-popular employee initiative, Mariam Al Afridi, Director of Marketing and Corporate Communications at DMI said: “Mother’s Day is a special occasion for everyone, so we wanted to make it extra special for our employees at DMI by launching this first of its kind initiative in our premises and we were happy to see colleagues encouraging each other to make the calls.”

She added: “We have recently launched #DMICONNECT – a programme that creates events and communication throughout the year so that we strengthen ties with all employees. ‘My Mother… My Family’ embodies the essence of #DMICONNECT – the value we place on employees and their families as part of the wider DMI community.

“By building a better community, the programme allows us to support the Dubai Vision 2021 that aims at embracing the civic values of Dubai, nurturing environments for personal development and forming cohesive families and communities.”

To learn more about the initiative, please visit

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