Putting Team UAE on the World Stage at the 2025 World Transplant Games
For Team UAE’s debut at the 2025 World Transplant Games, we wanted to build national awareness and pride while spotlighting the power of organ donation.
This meant going beyond the competition - to share powerful personal stories, highlight the resilience of transplant recipients and what Team UAE stands for.
In 2025, the UAE marked a powerful milestone: its first-ever appearance at the World Transplant Games in Dresden. But this campaign wasn’t just about competition or medals - it was about spotlighting stories of resilience, determination, and national pride.
StickyGinger was brought on to deliver an integrated PR campaign - from pre-Games announcements and athlete profiling to daily media support throughout the event and post-Games amplification, working with the global sports federations at a regional level. We also extended coverage across StickyGinger’s own social channels, amplifying the story to even wider audiences.
Our mission:
Raise awareness for organ donation, celebrate transplant recipients’ achievements, and secure national media visibility for Team UAE’s historic debut.
The strategy:
We built a story-first strategy focused on human impact, bringing to light the journeys of athletes who had already defied extraordinary odds just to compete.
Key pillars of the campaign included:
- Pre-Games storytelling
Secured national features in Gulf News and The National with team captain Katie Larkins and athlete Omar Tom, building early momentum and emotional connection ahead of the Games. - Broadcast coverage
Arranged interviews on Dubai Eye and Pulse 95 Radio, sharing compelling personal narratives with listeners across the UAE and broadening reach beyond traditional news platforms. - Real-time media support
Provided live updates during the Games, spotlighting the team’s standout performances – including jaw-dropping bronze and gold medal wins - and generating digital buzz across media and social channels. - Post-Games amplification
Ensured continued visibility through features on platforms like Lovin’ Dubai, helping the team’s stories resonate long after the closing ceremony.
The results in a snapshot:
This campaign delivered not only high-impact visibility but also helped drive important conversations around organ donation, community resilience, and the power of second chances.
Media and social coverage secured: 47 pieces
Total reach: 354,070,881
(AVE): AED 9,147,894
PR value: AED 27,443,682
From pétanque to sprinting events, Team UAE competed across a range of disciplines - but it was their stories of survival and strength that truly captured the nation’s heart. Each athlete stood as a living example of what’s possible through organ donation.
The impact:
This was more than a PR campaign - it was a national moment of pride.
It was a campaign that united storytelling and purpose, creating a lasting legacy for the transplant community and raising awareness for a life-saving cause.
A meaningful campaign.
A lasting impact.
A moment of pride for Team UAE - and for us.
