Dubai Electricity & Water Authority (DEWA) | DEWA the Brand

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National Identity

Introduction

The National Identity Policy provides guidelines to ensure that DEWA is fully committed to National Identity principles and foundations, and achieve the National Identity strategic objectives. This policy is based on the ‘Most Committed Government Agency to the National Identity’ criteria issued by the Dubai Government Excellence Programme

Policy Ownership

The National Identity Committee is the sole owner of this policy and is responsible for communicating and promoting it to all respective divisions and departments through procedures, and formal and informal channels.

The Policy includes the following elements

1. Use Arabic as the main language for internal and external communications
2. Highlight National identity elements at all DEWA’s events, exhibitions, and special activities as well as advertisements, gifts, and hospitality in line with the corporate identity guidelines
3. Use Arabic as the main language in work processes, and corporate reports issued by DEWA
4. Provide all services to stakeholders in Arabic
5. Priority to using Arabic names for DEWA’s initiatives and programmer
6. All DEWA staff to wear professional attire during working hours. UAE National employees to wear National dress when participating in local and external activities
7. DEWA buildings to highlight National Identity elements
8. Priority to using Arabic in the media for press releases, articles, reports, interviews, and advertisements as well as social media posts
9. Develop awareness and training programmers for staff to improve their knowledge of Arabic
10. Ensure the UAE flag is properly displayed at all DEWA buildings and during events
11. Plan, implement, review, and improve social programmes that serve the National identity elements
12. Plan, implement, review, and improve a comprehensive Emiratisation plan to attract, employ, and retain UAE citizens and develop their skills

National Identity at the UAE level

Guided by the words of His Highness Sheikh Khalifa bin Zayed Al Nahyan, President of the UAE, "He who has no identity, does not exist in the present and has no place in the future," the UAE Government places enhancing the National Identity as a prime target in its current and future strategy and plans. National identity is an issue of belonging and allegiance that concerns both citizens and residents of the UAE. The Ministry of Culture, Youth and Community Development defines National Identity as social and moral values associated with the lifestyle of the people in the past, present and future. Developing National identity is a commitment to the cultural values, customs, traditions, language, dialect, and faith of the nation. Promoting and enshrining these elements is a national duty incumbent upon the community, individuals, government and organisations.

National Identity in Dubai

HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, said on the 44th UAE National Day, “External challenges received due attention from our government and people, but this was not at the expense of our attention to our internal affairs. Rather, they induced further work and achievements in all domains of national work. Your government has bolstered its approach to strategic planning, launch of projects and new initiatives, as well as to adopting the best practices in government work, execution of plans, innovating initiatives for empowerment, excellence and development.” The Dubai Executive Council’s Social Development Committee has implemented the National Federal Identity policy to protect and enhance the National Identity and social cohesion through a comprehensive cultural content that focuses on Arabic language as a main feature of culture and history. The National identity policy has specified its core elements and has established alternatives to promote national identity within the national context. Accordingly, Dubai government organisations and departments have launched several initiatives to implement this policy through its basic components including language, religion, values and history.

National Identity is a solid value in DEWA

To promote the essence of the UAE National Identity within Dubai Electricity and Water Authority (DEWA) and ensure the preservation and adoption of its core elements, DEWA has formed the National Identity Committee. Its goal is to enhance a sense of loyalty and belonging to the UAE. This is one of the key prerequisites for a unified society that has a consolidated identity based on a common religion, language, heritage, culture, and civilisation. DEWA has launched a comprehensive programme with various activities for different stakeholders internally and externally to promote a sense of belonging and loyalty to the country including cultural and entraining activities.


Events
National Environment Day
The anniversary of HH Sheikh Mohammed bin Rashid Al Maktoum accession day
World Cultural Diversity
World Heritage day
World Poetry Day
Hag Al Laila
Zayed Humanitarian day
DEWA Annual Gala Dinner
My Culture My Identity campaign
DEWA Annual Suhoor Gathering
Haj Campaign
National Day
Flag day
Commemoration day
World day of Arabic language

Communitys Commitment

Society Happiness Approach

The DEWA Society Happiness (SH) approach is to serve as a socially-responsible institution with a vision and strategic objectives. This is accomplished through planning, implementation, evaluation and improvement of SH programs and community initiatives. The aim then, is to connect all of the Society Happiness programmes and community initiatives to the strategic objectives of the 4th generation excellence programme and the Dubai Plan 2021.


Society Happiness Policy 

Driven by our commitment to society, we aim to develop, implement and support projects and social initiatives that contribute to the development of our national identity. The DEWA SH & CSR best practices policy also sets out that we work with stakeholders to achieve governmental excellence. This includes carrying out a unified vision for society, the economy and the environment in order to promote sustainability in the UAE.


Social Responsibility initiatives at DEWA

Society Happiness Pillar 



Economic Pillar
Economic Pillar - DEWA will support this pillar by conducting initiatives related to sustainability, green economy or sustainable incoming programmers for DEWA’s Stakeholders.





Environmental Pillar
Environmental Pillar - DEWA will support this pillar by conducting initiatives related to environments, conservation programmes, environmental awareness and environmental external programmes.





Social Pillar
Social Pillar - DEWA will support this pillar by conducting initiatives related to sustainability, green economy or sustainable incoming programmers for DEWA’s Stakeholders.





Government Pillar
Government Pillar (DEWA will support this pillar by supporting governmental initiatives and combined initiatives with these government organisations)





People Pillar
People Pillar (DEWA will support this pillar through student's training programmes, scholarships, field trips to DEWA buildings and sponsoring social events)





Society Happiness and Community

The greater community is a valued part of the DEWA society and because of that we take pride as a key in our Society Happiness initiatives, including Earth Hour, the Happiness (‘Farha’) Initiative, DEWA innovation Centre and international initiatives such as participating in Zayed Humanitarian Day.



Society Happiness and Environment

The environment in which we function and operate is a key and very core component of DEWA’s Society Happiness plan and strategy. We carry out our environmental initiatives through various activities including Clean up the World Campaign, Green Bill and WETEX exhibition.

Society Happiness and Ethics

Ethics are an intrinsic part of the DEWA SH framework, and a practice that we pride ourselves on maintaining. DEWA seeks to apply the best international standards in corporate social responsibility. Our social initiatives and programmes are an integral part of our strategy to serve the public good in Dubai. From 2013 to 2015, DEWA organised 197 social initiatives. DEWA was first in the company survey and second in the individual survey in 2015 as socially-aware compared to local and global organisations.


The MVO 8000 standard, which we achieved, defines ethics as the science concerned with systematic reflection on rules and issues: the way in which people act and the rules that form the basis of these actions.


The MVO 8000 application further solidifies the DEWA SH framework for an effective Corporate Responsibility Management System. It is enabling us to formulate policies and objectives governing corporate responsibility and ethics in particular, incorporating statutory and regulatory requirements with the requirements of company personnel, stakeholders, suppliers, and the community.




More about ISO26000 and MVO8000.

MVO8000 defines ethics as the science concerned with systematic reflection on rules and issues: the way in which people act and the rules that form the basis of these actions. At DEWA we rely on the MVO8000 to discover, formulate, institutionalise, and manage best practices for our CSR and Society Happiness.

Society Happiness and National Identity

DEWA’s Society Happiness strategy has a stake in Dubai’s sustainability, and serves to extend past our core business goals and enhance the national identity. As part of this vision DEWA takes pride in participating in Heritage Day, National Day, Arabic Language Day and Flag Day.


Society Happiness and Training   

Maintaining a forward-thinking company that is committed to its people and its stakeholders requires a strong SH Dubai training commitment. In doing so, we provide a Health and Safety Week, internal awareness programmes, summer training for school students and a Green Awareness Campaign for society.