SGCA calls on global innovators in “Soft Power”

Organised by the Sharjah Government Media Bureau (SGMB), the award reaffirms its focus on the “Soft Power” category to recognise innovative communication strategies that use culture, arts, sports, technology, music, and drama to strengthen communication between governments and societies, while shaping global perceptions. This category reflects a modern yet comprehensive approach to human interaction and engagement. 

The “Soft Power” category aims to redefine communication by embracing the latest technological advances and creative methods. 

The award is currently accepting nominations until July 24, 2025. It features 23 categories across five main sectors: Government and international organisations, private sector, individual awards, partner awards, and jury awards. 

Those interested in participating in the 2025 edition, with winners set to be honoured this September.

His Excellency Tariq Saeed Allay, Director General of SGMB, noted that the award highlights the UAE’s and Sharjah’s efforts to establish an international presence. 
“Incorporating soft power into communication helps build global partnerships, attract investment, and encourage cultural and scientific exchange, all of which contribute to long-term social and economic stability,” Allay emphasised. 

The SGCA promotes the use of tools such as music, film, arts, drama, and sports as effective mediums for public communication. These forms of expression play an important role in overcoming language and cultural barriers, raising public awareness, reinforcing national identity, and promoting shared human values. 

This year’s judging panel, made up of communication and media experts, will evaluate entries in the “Best Investment in Soft Power to Support Communication Programs” category based on objective criteria. Evaluation will include the originality and clarity of the message, its alignment with a soft power medium, and its global reach.

Judges will also assess the message’s ability to challenge stereotypes or convey universal human values, along with measuring public engagement. Special emphasis is placed on innovation in communicating the message and its potential to make a lasting impact. 

Last year, the “Soft Power” category was awarded to the United Nations Climate Change Conference (COP28), hosted by the UAE. The event earned recognition for its use of creative communication and cultural diplomacy to raise awareness about climate change, while showcasing opportunities for sustainable investment. It was widely considered a standout example of how storytelling can turn a policy message into a global call to action.