Lamma, which translates as ‘gathering’ in English, aims to champion and support the Arab youth, enabling them to connect and explore new possibilities.
Abu Dhabi Media Office and global youth media brand VICE are partnering to launch a digital content platform for young people in the Arab world called Lamma.
Launching this month, the platform will feature content focussed on young creators in key areas of popular culture such as music, fashion and arts. It will also tackle socially conscious topics that are important to youth in the region, ranging from the environment and mental health to job creation.
A flagship initiative of Abu Dhabi Inspires, launched by HH Sheikh Khalid bin Mohamed bin Zayed Al Nahyan, Member of the Executive Council and Chairman of Abu Dhabi Executive Office, the platform is one of a programme of initiatives that transform adversity into opportunity by promoting agile thinking to drive innovation.
The platform will include regional personalities sharing their views and insights, ranging from musicians and comedians through to educators and psychologists. These will take the form of workshops, live Q&As, performances, podcasts and more.
Commenting on the launch, Maryam Eid AlMheiri, Director General of Abu Dhabi Media Office, said: “At ADMO, we aspire to be conversation facilitators as much as communicators, bringing people together to share thoughts and create content about the world they want to live in. Lamma will be a virtual collaborative space defined by Abu Dhabi’s inclusive spirit, igniting curiosity, inviting questions, and sparking ideas.
This partnership provides a unique opportunity to engage youth in the region in a way that is relevant to them – now, as we face challenging times, and looking ahead to a brighter future.”
Jason Leavy, Managing Director MEA at VICE Media Group, remarked: “We are glad to be working with a partner like ADMO. It is important to listen to youth and provide them with a place to communicate and share their thoughts and ideas. This is about standing shoulder to shoulder in the face of current challenges and inviting them to be part of the conversation about what the future of the region could look like so they can help shape it.”