Sharjah Government Communication Award Turns Soft Power into a Platform for Global Innovation and Competition

The Sharjah Government Communication Award (SGCA), organized by the Sharjah Government Media Bureau, stands out for its alignment with the latest global trends and effective communication practices. The award has cemented the concept of soft power by integrating culture, arts, sports, technology, music, and drama as tools of communication between governments and societies to drive positive influence.اضافة اعلان

Now in its 12th edition, the award is more encouraging than ever, inviting government entities, international organizations, and private sector players to compete in the category of "Best Soft Power Messaging", which presents an advanced, holistic approach to human interaction through communication.

This category is among the most distinguished of the SGCA, redefining modern communication in line with contemporary technological advances and innovative methods.

Applications for this year’s edition remain open until July 24, with the 2025 award ceremony set for September. The award includes 23 categories, divided across five main sectors:

Government Entities

International Organizations & Private Sector

Individual Awards

Partners’ Awards

Jury Awards

Applicants can submit entries via the official website: https://gca.sgmb.ae

According to H.E. Tariq Saeed Allay, Director General of the Sharjah Government Media Bureau, the award strengthens the UAE’s and Sharjah’s global reputation for positive influence through effective government communication. He emphasized that leveraging soft power in public engagement helps promote positive global perceptions, fosters partnerships, attracts investments and talent, and supports both economic and social stability, while enabling greater cultural and academic exchange.

The award is built on the belief that elements of soft power—such as music, art, drama, cinema, and sports—are powerful tools for crafting impactful messages that transcend linguistic and cultural barriers. These tools shape public awareness, reinforce identity, and instill societal values. Whether through storytelling or showcasing achievements, soft power can deliver compelling messages that enhance a nation’s or society’s image on the global stage.

The award’s jury panel, composed of leading experts and specialists in media and communication, uses strict criteria based on scientific foundations to assess submissions in the “Best Soft Power Messaging” category. Evaluation aspects include message originality and clarity, relevance to soft power tools, global reach, ability to shift stereotypes or reinforce human values, audience engagement, and innovation in delivery—especially in terms of achieving a lasting impact.

Notably, last year’s winner in the “Best Investment in Soft Power” category was COP28, hosted by the UAE. The conference stood out for its exceptional use of soft power to deliver powerful environmental and economic messages. It served as a global model for how cultural diplomacy and creative communication can raise awareness of climate challenges while spotlighting sustainable investment opportunities.