We all have heard about superheroes, but how often have you come across supermoms?
The story of Lama Andari is beyond inspirational. After losing her first husband to cancer, her first child in her second marriage was detected with deadly leukemia. Most would consider this the end of the world. But braveheart Lama decided to face it head on…
Social causes are at the heart of nation-building in UAE with several initiatives adopted by the government. A supportive environment encourages others willing to contribute to causes of social concern.
UAE leads amongst others when it comes to care
Abtaluna is a platform dedicated to helping families with children who find themselves suddenly reeling when faced with the devastating diagnosis of cancer. Unique by design, the social enterprise is a ray of hope and promise to many.
Superheroes belong to Supermoms
Abtaluna is all set to be a brand in the making. It stands out, due to its sheer simplicity; free from the usual clamor of glitz and glamour, normal to other businesses. It is more of a social crusade and intervention which makes it more impactful.
A brand that shows hope for future
Abtaluna meaning Our Superheroes in Arabic was born out of a desire to support cancer patients after having experienced massive trials and tribulations and undergoing inexplicable trauma herself with her own child.
It can never be done alone. The families, especially the mothers of kids detected with cancer have a tough battle to fight. It needs a lot of mental strength. We need to come together and share our stories, raise awareness and fight it, till we make it. -Lama Andari
Sometimes, circumstances lead us to a fork in our lives, changing our direction and fate forever. That is how some superheroes take birth and evolve.
They do not have special powers as we often think but possess a special ‘something’ which they hone into a specialized skill. In turn, this helps them to make the world a better place. Such is the story of a supermom Lama Andari, mother to 4-year-old Super Sam, whose trials and life lessons urged her to forge a unique track for herself – Abtaluna- a possible future social enterprise and brand that has captured our attention with a need to share the story with all.
Abtaluna is a brand built around a social cause – a platform dedicated to helping families with children who find themselves suddenly reeling when faced with the devastating diagnosis of cancer. It provides a space for empathetic individuals to identify, relate and connect with others who have experienced/are experiencing similar hurdles.
It would be incorrect to conclude that this is a one-of-a-kind initiative because a close survey of the social intervention landscape in UAE reveals a few definite characteristics:-
However, what makes Lama Andari’s enterprise different is the zeal and passion with which she leads it. She has successfully created a distinctive brand model to voice the stories of both children and their parents and created a support platform for affected families with a mindfully chosen design that is no short of a corporate structure with empathy at its heart.
Abtaluna organizes events in Dubai and offers unique services to the suffering kids who are true superheroes and their families.
Initially, Ms. Andari indicated that she wants to raise awareness about childhood cancer and involve the community in playing their role in supporting their Super Kids and their families through partnerships and campaigns.
She has recently published a children’s book called ‘Super Kids’ which narrates the story of ‘Super Sam.’ Super Sam is a character inspired by her son and his friends as they go on the journey fighting cancer. Through the story at the Superhero Headquarters, the readers learn about ten unique rooms that positively impact children’s treatments.
Realizing that being vocal by herself and going digital is just a part of the entire project, she has started actively working with partners and collaborators, who, in her own words, needed to be ‘relevant, supportive and ethical.’
An in-depth analysis reveals that Abtaluna already has a distinct online and offline brand design.
Like any other business, the social enterprise is not free from risks and threats.
These, however, can ring true for any brand; and Abtaluna being a brand-new kid on the block, it’s too early to act as judge, jury, and executioner just by these parameters.
One may be curious about why we have chosen to put this brand on our watch list. Well, first and foremost, for the simplicity of its brand design elements, genuine aspects of its communication, and heartfelt social impact. Undoubtedly, some organizations work to support cancer patients in Dubai. Still, there is a lack of dedicated efforts for pediatric cancer. Currently, social interventions in the field of cancer as a whole are just not enough. So, it is this visible gap in the so-called market which Ms. Andari has recognized as an area of empathetic and impactful intervention, fuelled by her personal experience, which has set her on a mission to succeed.
Support and show your love for this heroic initiative.
www.abtaluna.com
