We have all heard about superheroes, but how often have we seen supermoms?
Sometimes, circumstances lead us to a fork in our life, changing our direction and fate forever. Well, 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 is a social enterprise and brand that has captured our attention with a need to share the story with all.
Abtaluna (which means Our Superheroes in Arabic) was born of a desire to support children who happen to also be cancer patients.
A platform with a difference
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 that is 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:
- Huge effort on the part of the government to conduct such initiatives
- Innovative CSR programs organized by mindful corporates
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.
What draws a layman’s eyes is Abtaluna’s novel structure, which makes it an interesting social enterprise to watch out for
- The niche is chosen – pediatric cancer
- It is the only entity in the UAE that is purely dedicated to childhood cancer
How does it work?
Abtaluna organizes events in Dubai and offers unique services to the suffering kids who are true superheroes and their families.
- Raise awareness about pediatric cancer
- Acts as a database for families, such as oncologists, hospitals, etc.
- Facilitates free-of-charge counseling sessions for patients and their families dealing with the trauma
A Brand to Watch Out For
Abtaluna is a brand with a difference in the sense that it lacks the usual glitz, glamour, money, and fame we associate with businesses. It is more of a social crusade and heartful intervention making it more impactful.
So, what is Ms. Andari main aim?
In the initial stage, Ms. Andari indicated that she wanted to continue raising 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.
Going by the modus operandi, it is clear that she has bigger and better plans for the near future. 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, whom, in her own words, needed to be ‘relevant, supportive and ethical.’
What steps has Abtaluna taken to achieve this?
An in-depth analysis reveals that Abtaluna already has a distinct online and offline brand design.
- The choice Super Sam, a child with a yellow cape (because yellow is the symbol for childhood cancer), is the mascot of the initiative
- The subtle design and simplicity of Abtaluna’s social handles
- The launch event of the initiative and book receiving the support of the Al Jalila Foundation, UAE enhancing the credibility and exposure of the initiative. Also part of the book’s proceeds will be donated to Al Jalila to cover the expenses of childhood cancer treatments for children who could not afford them.
- The idea of publishing a book designed to capture the essence of the cause
SuperKids
What concerns and drawbacks can prove to be hindrances?
Like any other business, the social enterprise is not free from risks and threats.
- Keeping to the momentum of the initiative
- Consistency is an inherent requirement for any brand
- The choice of partners is a critical element to the success of such sensitive causes
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.
Conclusion
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 you love to this heroic initiative.
Check out her website www.abtaluna.com
Follow the Instagram handle of Abtaluna https://www.instagram.com/abtaluna
