The Role of PR & Communications in Advancing CSR in the GCC
In this episode of Impact Talk, Nadine Zidani sat down with Saad AlRubaian, a PR expert, social entrepreneur ,and Managing Partner of CYLKA, with over 17 years of experience across Kuwait, UAE, and the UK. From leading CYLKA, a boutique CSR agency, to driving impactful CSR and sustainability initiatives and campaigns, Saad shares his journey of combining communication, CSR, and behavior-driven change. Join us as we explore the evolution of CSR, the importance of international collaborations for sustainability campaigns , and the importance of integrating culture into sustainability efforts.
In this episode, you will gain insights on:
- Saad AlRubaian’s journey, from his expertise in PR and corporate social responsibility to founding CYLKA, a boutique CSR agency committed to driving behavioral change.
- Evolution of CSR in the region, particularly the shift from voluntary initiatives to regulatory-driven action post-COVID, with a focus on the UAE’s leadership in sustainability.
- CYLKA’s collaboration with UNDP on the globally recognized ‘Weather Kids’ campaign, emphasizing the role of children as climate advocates and showcasing the power of skill-based volunteering.
- Insights into the unique challenges and opportunities in sustainability communication in the Middle East, highlighting the importance of cultural heritage and localized narratives.
- CYLKA’s milestones, including achieving B Corp certification and receiving the UAE Gold Impact Seal, reflecting their dedication to social impact and sustainability.
- Saad’s perspective and vision for the PR and communication industry promoting sustainability in the MENA region.
Guest Bio:
Saad AlRubaian a chartered PR practitioner, advisor, and social entrepreneur with 17 years of experience across Kuwait, the UAE, and the UK. Since 2013, Saad has been leading CYLKA, a boutique CSR agency that has earned numerous industry recognitions, including becoming a certified B Corp and receiving the UAE Gold Impact Seal. Saad also serves on multiple advisory and executive boards, including the UNDP Climate Communications Task Force, and Young Arab Leaders (YAL).
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