Latest news with #ItsHerWay
Campaign ME
25-04-2025
- Business
- Campaign ME
ItsHerWay launches Rewrite The Gap to empower mothers in MENA
ItsHerWay, a female entrepreneur empowerment platform in the MENA region, has partnered with Saatchi & Saatchi Dubai to introduce Rewrite the Gap, an initiative that aims to empower mothers who have taken a break from their careers to raise a family. At the heart of the initiative is an AI-powered platform that reframes career gaps as opportunities for creative expression, personal growth, and authorship. The platform is specifically designed to guide mothers through a personalised book-writing process, asking thoughtful questions that help reframe their experiences of motherhood and caregiving as a source of empowerment. This was lead by the insight from a recent PwC study which found that 44 per cent of women in MENA have stepped away from the workforce to prioritise family and caregiving responsibilities. Yet nearly half of these women face job rejections due to this time away. 'Every mother's experience is singular, emotional, and deeply human,' said Armin Jamula, Founder of 'Rewrite the Gap honours that by turning career gaps into a living narrative — one that showcases how invaluable motherhood is. Not only at home, but also in the eyes of the world and other mothers.' Rewrite the Gap aims to enable mothers to showcase their creativity and growth with a published book, in an effort to enhance their chances of re-entering the workforce. By engaging in projects like authorship, mothers are given the opportunity to demonstrate to potential employers a commitment to ongoing personal and professional development — while also showing their dedication to family. 'Rewrite the Gap celebrates the richness of motherhood and the significance of an inspiring story,' said Sebastien Boutebel, Chief Creative Officer at Saatchi & Saatchi Dubai. 'We believe every mother has a story worth telling — and now, she has the pen. The campaign also reflects Saatchi & Saatchi's ethos of valuing the depth of life experiences and celebrating them in the workplace.' Instead of starting with a blank page, Rewrite the Gap begins with what matters most — their own story. By transforming these personal journeys into published books, the platform not only empowers women but also introduces AI-powered self-publishing to a market that is still discovering this innovative space.
Gulf News
22-04-2025
- Health
- Gulf News
How UAE woman's silent miscarriage inspired a bold new workplace policy
Dubai: Eight years ago, Armin Jamula was managing director at an advertising agency and in the early stages of her first pregnancy. During a routine lunch break, she visited her gynaecologist - only to be informed, in a cold and indifferent tone, that she had suffered a miscarriage. 'I went back to the office and worked for the rest of the day,' she recalled. Today, Jamula is a mother of two healthy children and the co-founder of ItsHerWay, a UAE-based entrepreneurship platform that empowers women through business funding, career support, and advocacy for workplace equity. 'Before I launched I was navigating the demands of leadership at an agency that helped shape my entrepreneurial mind set. But the pressure was immense,' she told Gulf News. 'During that time, I went through two back-to-back miscarriages. I will never forget hearing the term 'biochemical loss' for the first time. I was 10.5 weeks pregnant, and in the middle of a packed day, I was told I had lost my baby. That was it.' It was my first real experience with grief but I never allowed myself to grieve. That silence, that void, and that dismissal of emotional pain in the workplace stayed with me. Years later, with the strength and voice I've gained through ItsHerWay, I knew I had to do something for others like me. That's when the Leave of Absence pledge was born. Turning grief into advocacy What stayed with Jamula was not just the pain of the miscarriage, it was the complete absence of space to grieve. She returned to work immediately. She and her husband did not speak about it. No one did. 'Years later, with the voice I found through ItsHerWay, I knew I had to speak up not just for myself, but for others who had been quietly carrying the same weight. That's how the Leave of Absence pledge was born.' The initiative is the first corporate pledge in the region advocating for formal bereavement leave for employees experiencing a miscarriage. It encourages companies to offer a minimum of seven days of paid leave to employees regardless of gender, who go through pregnancy loss. Miscarriages are far more common than people think, more than one in five pregnancies globally end in loss, a trend that holds true in the UAE. Yet, 95 per cent of employees in the country who experience miscarriage do not take a single day off work. 'In the workplace, miscarriage is often treated as a clinical event, not an emotional or physical trauma,' Jamula said. 'But it's both. The pain, the bleeding, the hormonal crash, it's overwhelming. A woman needs space to recover biologically and emotionally, and this leave policy offers that space with dignity and empathy.' The unseen trauma of early miscarriage in the workplace For many women, early pregnancy is something to hide not celebrate. Workplace culture often discourages disclosure until after the first trimester, and by then, it's too late for many. According to psychologists, miscarriage isn't just physically painful, it's emotionally devastating. But in many fast-paced industries, women wear a mask of control to be taken seriously. Social norms reinforce the silence. Many women don't reveal their pregnancies until three months in. So when miscarriage happens early, colleagues and employers often don't even know. Clinical psychologist Nusrat Khan, who has worked with women for over two decades, witnessed how 'early invisible miscarriages' are dismissed. 'There's a societal belief that early losses don't merit grief. But the reality is that from the moment women see a positive pregnancy test, they begin to build dreams. There's an emotional and visual map already forming,' she said. 'When that ends, it's like a future is taken away. Grief doesn't follow deadlines, and suppressing it to appear professional can lead to anxiety, depression, and emotional numbness.' Khan explained that unprocessed grief often resurfaces in other areas - relationships, self-esteem, even confidence. 'Many women tie their self-worth to their ability to carry a pregnancy to term. When that's taken away without acknowledgment, it can deeply impact their identity.' Licensed psychologist Ritasha Varsani added that miscarriage affects not just women, but their partners as well. 'The hormonal changes after loss intensify emotional reactions—ranging from guilt and sadness to anxiety about future pregnancies,' she said. 'If these feelings go unaddressed, they can cause long-term emotional and relational strain.' Varsani emphasized that while implementing bereavement leave is an important step, what matters just as much is the culture it creates. 'We need to cultivate empathy in the workplace, where people feel truly seen and supported.' Why a supportive leave policy helps both employees and employers The impact of bereavement leave goes beyond empathy, it's also good for business. 'By offering miscarriage leave, companies demonstrate they care about employee well-being during a vulnerable time,' said Sarah Brooks, managing director of Fikrah HR. 'It helps reduce stigma around pregnancy loss, builds loyalty, improves morale, and enhances a company's image as a supportive employer.' She added that firms that have introduced such policies internationally have seen better employee retention and engagement. Brooks advised companies to draft policies that clearly define pregnancy loss - including miscarriage, stillbirth, ectopic pregnancy, and failed IVF. 'Communication is key. The policy should be shared through multiple platforms, and managers should be trained to respond with compassion and confidentiality,' she said. 'Integrating it with mental health support and flexible work arrangements makes it even more effective.' By providing dedicated miscarriage bereavement leave, companies demonstrate empathy and support for their staff during a vulnerable time. This not only helps reduce the stigma around pregnancy loss but also supports employee well-being, increases loyalty, and enhances the company's reputation as a compassionate employer. Internationally, organizations that have introduced such policies have reported improved morale and retention, further highlighting the benefits from an HR standpoint. What the UAE Labour Law currently says about miscarriage leave Employees are entitled to full maternity leave (45 days paid, 15 days half pay) if the pregnancy is lost after 24 weeks (considered a stillbirth). Additionally, up to 165 days of unpaid leave may be granted in cases of pregnancy-related illness with a valid medical certificate. 'But there's no clear provision for paid leave for miscarriages occurring before 24 weeks,' Brooks said. 'This gap means many employers treat it as regular sick leave or not at all. And although bereavement leave exists, it's not designed for pregnancy loss.' She noted that in Abu Dhabi Global Market (ADGM), new regulations effective April 2025 will entitle employees to maternity leave in cases of miscarriage or stillbirth after 24 weeks. Dubai International Financial Centre (DIFC), however, currently has no specific rules on miscarriage leave, though some employers in free zones offer support at their discretion. Globally, there is momentum for change. The UK's proposed Employment Rights Bill, for instance, would require paid leave for pregnancy losses before 24 weeks, a sign of growing recognition. UAE employers begin to embrace miscarriage leave 'The response has been incredibly moving,' said Jamula. 'Within our ItsHerWay community of more than 7,000 women entrepreneurs, we've seen overwhelming support—from members sharing their own stories to employers stepping up to adopt this change.' Dr. Seham Asad Ali Khan, co-founder of Aries Dental and Aesthetic Clinic, was among one of the workplaces in the UAE to sign the pledge. 'With a team that's predominantly female, the response was positive and heartfelt. This kind of leave is essential, and I hope more companies follow suit,' she said. Dr. Khan was inspired to sign after witnessing a family member's struggle. 'I saw how hard it was for them to return to work. Even though early miscarriages are often invisible, the pain both physical and hormonal is very real. This leave gives women the time they need to heal.' Jamula's goal is to get 100 companies across the UAE and MENA region to sign the Leave of Absence pledge and implement a 7-day bereavement leave policy. She also hopes to run awareness campaigns across media to break the silence around miscarriage. 'Ultimately, I want this to be part of national labour law,' she said. 'But even more than that, I want to see a cultural shift—one where grief, especially women's grief, is never dismissed. One where support is given, not silence.' 'And when my daughter or son joins the workforce someday, I want them to know that if they face such a moment, they won't be expected to push through it quietly. They will be allowed to grieve with dignity, and with support,' Jamula said.
Campaign ME
09-04-2025
- Business
- Campaign ME
ItsHerWay launches campaign to spark policy change on miscarriage leave in UAE
Saatchi & Saatchi Middle East and UAE-based women's platform ItsHerWay have launched a new campaign titled The Leave of Absence, addressing a workplace policy gap often overlooked: miscarriage bereavement leave. The campaign aims to normalise conversation around miscarriage grief and push for systemic change by encouraging companies to introduce formal policies for leave following pregnancy loss. At the centre of the initiative is The Needed Space, a short film created and directed by Tahaab Rais, Chief Strategy Officer at Publicis Groupe MENAT. The wordless film moves through empty nurseries — a crib untouched, folded baby socks, a gently swinging chair — offering a visual metaphor for absence and unspoken grief. The visuals are set against a lullaby version of Sweet Child O' Mine, carefully chosen to evoke emotional resonance without explicit dialogue. The creative concept was born out of a desire to not only raise awareness, but to provide a direct action route for companies. The film drives viewers to where employers can sign a downloadable pledge to adopt miscarriage bereavement leave, and employees can share the template internally. 'Sometimes a lot can be said by not saying a lot,' said Tahaab Rais, Chief Strategy Officer at Publicis Groupe MENAT, who directed the film and spearheaded the initiative. 'A lot of us, including I, as a father, have gone through the unseen trauma of miscarriage. Companies don't treat it as that. This initiative matters in unveiling it as what it is — a death to a loved one — and allowing the space for grief.' To complement the film, Saatchi & Saatchi and ItsHerWay also developed a series of disguised classifieds, styled as ads for baby items never used — cribs, clothes, toys. Each ad lists the 'asking price' as bereavement leave, redirecting audiences to the pledge site. The visuals were deployed across Facebook Marketplace, blurring the line between marketing and social commentary. 'This campaign strikes a deeply personal chord,' said Armin Jamula, co-founder of ItsHerWay. 'It sheds light on a topic often left unspoken in our region. We are proud to champion this dialogue and encourage actionable change.' Chief Creative Officer at Saatchi & Saatchi Dubai, Sebastien Boutebel, added: 'These ads speak volumes. They're not just visuals; they're a reflection of real, silent loss. The creative team found a way to respectfully surface the conversation through a layered campaign that connects emotionally and directly.' As part of the broader effort, ItsHerWay is also organising free support sessions with psychologists for women and men coping with miscarriage grief. The campaign reflects a growing trend in purpose-driven creativity, where marketing not only sparks awareness but also aims to deliver structural change. As brands and agencies increasingly look for ways to align their output with social impact, The Leave of Absence represents a collaboration between creative ambition and a drive for meaningful progress.
Zawya
08-04-2025
- Health
- Zawya
ItsHerWay launches UAE's first miscarriage bereavement leave pledge, urging companies to support grieving parents
UAE — In a bold move to address a silent workplace injustice, UAE-based women's platform ItsHerWay has launched The Leave of Absence the first corporate pledge in the region calling on companies to introduce formal bereavement leave for employees who have experienced a miscarriage. More than 1 in 5 pregnancies worldwide end in miscarriage — a statistic that holds true in the UAE. Yet, despite the scale of this experience, it remains largely unspoken in the workplace. In fact, 95% of women (and men) in the UAE who have experienced a miscarriage while employed reported taking no leave days off work to recover from the grief. While some policies may exist, the issue often lies in inconsistent implementation, a lack of clarity around entitlements, or simply the discomfort of bringing up something so personal in a professional environment. And in that silence, one thing becomes clear: the loss of a child before birth is often not treated as a loss at all. The Leave of Absence pledge aims to change this, calling on companies to recognise the deep pain and loss that comes with a miscarriage and implement compassionate bereavement policies that offer parents time to heal. Companies can now sign the pledge and join a movement that aims to shift corporate culture across the region and beyond. Armin Jamula, Co-Founder of ItsHerWay said: 'Leave of Absence sheds light on a topic often left unspoken in our region. When parents are expected to return to work the day after a miscarriage, it reveals a painful blind spot in corporate empathy. Our pledge is a call to action, to normalize such an important dialogue and encourage actionable change that offers both women and men the space to process their grief after loss.' The initiative is already gaining traction, with businesses and HR leaders across the UAE expressing interest in adopting the policy. Companies can download a template of the pledge from and submit to their own HR departments. It's also where heads of companies can sign the pledge to show their support for the cause and implement miscarriage leave for both women and men. Raising Awareness Through Storytelling To support the initiative, ItsHerWay has launched an emotional awareness campaign, featuring a short film titled The Needed Space. The film offers a deeply moving portrayal of life after miscarriage. Not through people but through fragments of many homes, each caught in a different chapter of parenthood-in-waiting: an untouched crib, folded baby clothes, sterilised bottles. All symbols of love paused in time. Set to a lullaby-like rendition of 'Sweet Child O' Mine,' the film has been created to evoke empathy and encourage corporate leaders to reconsider outdated policies around parental loss. Watch it here- The campaign also includes a series of disguised Facebook Marketplace-style ads with listings for never-used baby items like onesies and nursery furniture. The asking price? Compassionate leave. Companies can sign up to the pledge via About ItsHerWay ItsHerWay is a fast-growing platform in the UAE that supports women through every phase of their professional journeys — from entrepreneurship and funding to emotional well-being and workplace equity. Known for launching bold, socially resonant campaigns, ItsHerWay continues to use its platform to challenge taboos, spark dialogue, and drive meaningful change.
