Dubai, United Arab Emirates, 17 November 2018:   Dubai Font – an initiative by The Executive Council of Dubai – has rolled out a one-of-a-kind campaign to support the International Day for Tolerance and spread the message of promoting peace and tolerance, aligned with the UAE Vision 2021. 

On the side-lines of the International Day for Tolerance, Dubai Font launched a campaign to demonstrate the world through the eyes of those with the purest hearts and souls – children. Off the back of this, a short video and book were created that stress the phenomena, ‘intolerance is not inherited, it is taught’. 

The campaign saw the participation of 6 kids between the ages of 5 to 7 from different backgrounds including Emirati; Lebanese; Egyptian; Australian; French; and Indian. Kids’ reactions were captured on camera as they listened in to ‘The Story of Tolerance’, front to back and in reverse. The video stresses the idea that a different perspective has an inordinate effect on opinions formed and feelings developed and brings the meaning of tolerance to life. 

Kids’ reactions portrayed and showcased the fact that intolerance is not inherited, it is taught – a reminder to the world to embrace the meaning of tolerance and look beyond the ‘differences’ that are often perceived as divisive. The heart-warming video highlights an emotional story about tolerance and encourages people to #DeSide where they stand. 

Dubai Font’s campaign supports the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister and Ruler of Dubai, and the directives of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and Chairman of the Executive Council that inspires people around the world to establish a culture of openness and spread the message of peace and serenely coexist. 

Engineer Ahmad bin Amer Al Mahri, Assistant Secretary General of the Executive Council and General Secretariat Affairs and Project Manager of Dubai Font, said: “Dubai Font is an embodiment of the UAE’s cultural identity and its values that centers around respect, tolerance, and harmony between people from all walks of life. Dubai Font is more than an innovative font design; it represents Dubai’s aspirations and vision to encourage and support peaceful coexistence, along with showcasing the true Emirati spirit with a modern touch.

“Promoting dialogue and understanding between different cultures, Dubai Font is a medium for self-expression accessible worldwide and available in 23 languages. Combining tradition with modernity, the font captures the true essence of innovation in design,” added Al Mahri.