Sharjahâs first Global PR Challenge at IGCF 2025 brings 20 students in 10 teams to create real-world communication solutions/image: WAM
As Sharjah prepares to host the 14th International Government Communication Forum (IGCF) on September 10â11, 2025, the emirate is introducing a series of youth-led competitions, including the inaugural Global PR Challenge, Sharjah Edition. These initiatives aim to harness innovation, spotlight young talent, and position communication as a catalyst for quality of life improvement.
Global PR challenge, a new platform for student innovation
In a major prelude to IGCF 2025, the Sharjah Government Media Bureau (SGMB) has announced the launch of the first-ever Global PR Challenge â Sharjah Edition, to be held in collaboration with the International Communications Consultancy Organisation (ICCO) and the American University of Sharjah (AUS).
- Participants: 20 students, both local and international, will form 10 teams.
- Objective: To develop innovative, sustainable communication strategies inspired by the Your Sharjah campaign.
- Focus Areas: Social, environmental, economic, and educational issues.
- Outcome: The winning team will receive a financial prize and the opportunity to implement their proposal in real-world settings.
The competition is designed not only to enhance creativity and media literacy among students but also to provide:
- Direct mentorship from global communication experts.
- A competitive, collaborative platform for students to showcase original solutions.
- A space to reinforce Sharjahâs positioning as a regional hub for media innovation.
A jury of leading industry professionals will assess the campaigns, and the top three teams will present their ideas live during the IGCF. The winners will be officially honored at the Sharjah Government Communication Award (SGCA) ceremony on September 11.
AI skills challenge, cultivating future tech leaders
Running parallel to the PR initiative, the AI Skills Challenge is another key event in the IGCF pre-forum programme. Organised by the Rubuâ Qarn Foundation for Science & Technology, the challenge is targeted at youth aged 10 to 16, offering early exposure to advanced technologies through a structured four-stage programme:
- Learning â Training in AI, robotics, 3D printing, and programming.
- Ideation â Brainstorming smart solutions to current challenges.
- Implementation â Building workable prototypes or digital models.
- Presentation â Demonstrating outcomes to a panel of experts.
- Participants: Around 45 students.
- Expert Panel: 12 specialists in AI, agriculture, robotics, and soft skills will mentor and guide participants.
- Challenge Themes: Food security, sustainability, and quality of life.
The programme aims to instill design thinking and practical problem-solving capabilities in young minds while fostering an early understanding of emerging technologies’ role in societal development.
University challenge, addressing food security through communication
Now in its fourth edition, the University Challenge will be hosted in partnership with United Arab Emirates University (UAEU). This yearâs theme, âThe Importance of Food Security in Achieving Community Sustainability,â will guide participants in tackling one of the region’s most pressing issues through the lens of strategic communication.
- Participants: 12 university teams from the UAE and abroad.
- Goal: Translate innovative concepts into communication campaigns and policy proposals.
- Emphasis: Merging technological tools with cultural narratives to craft impactful solutions.
Each team will present their strategy to a panel of subject-matter experts, with the top three entries being recognized at the SGCA ceremony.This competition is particularly designed to:
- Encourage interdisciplinary thinking.
- Build bridges between academic insight and policy-oriented outcomes.
- Promote public awareness and societal stability through effective messaging.
IGCF, a forum for global dialogue and Sharjahâs innovation drive
Launched in 2012 by the Sharjah Government Media Bureau, the International Government Communication Forum (IGCF) has become a cornerstone event in the regionâs communication landscape. Now in its 14th edition, IGCF continues to serve as a dynamic platform for:
- Decision-makers, experts, academics, and youth to exchange ideas.
- Discussion of communicationâs role in solving societal and developmental challenges.
- Shaping regional and international communication policy frameworks.
The 2025 edition, under the theme âCommunication for Quality of Life,â reaffirms Sharjahâs vision of using communication as a strategic tool for enhancing well-being, sustainable development, and innovation.By integrating competitions such as the Global PR Challenge, AI Skills Challenge, and University Challenge, the forum:
- Cultivates next-generation thinkers and doers.
- Connects students with global networks of mentors and professionals.
- Reinforces Sharjahâs identity as a forward-looking, knowledge-driven emirate.
