On 18 November 2025, Sanad Village partnered with Canadian University Dubai on a collaborative academic initiative that brought together creativity, strategy, and social impact.
Led by Prof. Arianna Mazzeo, Creative Director of the campaign, in collaboration with her Media and Communication department students, and supported by May El Khoury, Manager of Industry Relations, the initiative challenged students to develop innovative PR campaigns aimed at strengthening the positioning of Sanad Village through the use of Sanad Buddy as a central campaign element, while increasing public awareness and addressing common misconceptions around autism and neurodiversity.
The project was structured as a real-world, agency-style challenge under the creative and academic direction of Prof. Arianna Mazzeo. Student groups worked in teams to create full campaign proposals, covering brand positioning, messaging, community engagement ideas, and media strategies. Each team presented their concepts to Sanad Village’s management, with campaigns evaluated on creativity, strategic thinking, feasibility, and alignment with Sanad Village’s mission and values.
The challenge encouraged students to move beyond theory and apply their academic learning to a live brief with real social responsibility. It also provided Sanad Village with fresh perspectives on how inclusion, awareness, and education can be communicated more effectively to the wider community, while strengthening the bridge between academia and industry through the support of the Industry Relations department.
Following a competitive pitching session, one group was selected for delivering the most comprehensive and well-rounded strategy. The winning campaign, “Be a Buddy with Sanad Buddy,” was developed by CUD students Habiba Kapadia, Huda Shaik, Joud Mannaa, Zhozefina Kaetano, and Zlata Ayrapetyan, under the creative direction of Prof. Arianna Mazzeo.
Centered around Sanad Village’s mascot, Sanad Buddy, the campaign uses storytelling and visual media to promote empathy, early understanding of neurodiversity, and inclusive attitudes among children, families, and communities. The proposal includes short educational films, public and community screenings, interactive activations, and a structured media plan designed to encourage awareness, early support, and acceptance.
Reflecting on the importance of such initiatives, Sanad Village’s Chief Operating Officer shared:
“At times, society restricts individuals with disabilities far more than the diagnosis itself. Empathy is important, but what we truly need is to create real opportunities, because autism is not a disease – it is a different ability, and with understanding and support, those individuals can show their full potential.”
This collaboration highlights the value of meaningful partnerships between educational institutions and social impact organizations. For students, it offered hands-on exposure to real client expectations and socially responsible communication under professional creative direction. For Sanad Village, it reinforced the importance of engaging future professionals in conversations around inclusion, opportunity, and neurodiversity.
Sanad Village extends its appreciation to Canadian University Dubai, Prof. Arianna Mazzeo, May El Khoury, the participating students, and faculty for their dedication, creativity, and commitment to advancing inclusive thinking through strategic communication. Sanad Village looks forward to continuing collaborations that foster inclusion, innovation, and meaningful community impact.
