Real-Time Industry Project Bridges Academic Theory with Community Engagement
October 31, 2025, Dubai, United Arab Emirates (UAE): Canadian University Dubai (CUD) has launched a pioneering industry engagement initiative, the Sanad Body Project, which empowers senior Communication and Media students to apply their marketing and PR skills to a significant social cause. This initiative directly supports the United Nations Sustainable Development Goals (SDGs), particularly in promoting good health and well-being and reducing inequalities. This real-time collaboration brings together academic expertise, professional development, and community impact, setting a new standard for experiential learning.
The project centers on developing a comprehensive communication and marketing campaign to promote the Sanad Body character outside its home at Sanad Village, the world's largest center dedicated to the rehabilitation and training of People of Determination. Students are tasked with enhancing the character's public profile and social reach, turning academic strategy into tangible community results.
A Model of Cross-Disciplinary Collaboration
The Sanad Body Project is a collaborative effort involving:
- Dr. Arianna Mazzeo from CUD's Department of Communication and Media, providing essential academic and creative direction.
- CUD Career Services and Internship, ensuring the project aligns with industry standards and career readiness.
- Sanad Village, providing the real-world challenge and client relationship.
This cross-functional approach ensures that students receive holistic mentorship while addressing a genuine market need. The campaign development and execution will be completed by November, culminating in a measurable public campaign.
Enhancing Soft Skills Through Strategic Partnership
Reinforcing CUD’s commitment to equipping graduates with essential workplace competencies, the project is complemented by a strategic partnership with the AHCC (A Happiness Coaching Center).
CUD has partnered with AHCC to host a dedicated workshop focused on developing critical soft skills in collaboration and teamwork. This workshop directly complements the intensity of the Sanad rebranding campaign, providing students with the tools and techniques necessary to manage group dynamics, resolve conflicts, and optimize team performance under pressure.
Stay tuned for updates on the progress of this high-impact, real-time campaign as CUD students turn creative vision into social transformation!