抖阴短视频

LONDON: According to one of the UK鈥檚 most prominent communications executives, Muddassar Ahmed, 抖阴短视频 has 鈥渘ot only done an admirable job but has set a precedent for other nations to follow鈥� with regard to its handling of Hajj amid the coronavirus disease (COVID-19) pandemic.

鈥淭he Kingdom鈥檚 decision to suspend the Hajj pilgrimage during the pandemic was a brave one, all the more so because it is a religious occasion that hundreds of thousands of people spend their lives preparing for,鈥� Ahmed, the founder of Unitas Communications, told Arab News.

鈥淭o tell people making a once-in-a-lifetime journey that their plans must be put on hold cannot have been easy. But it was without a doubt the right thing to do. In our religion, the protection and preservation of life are of paramount value,鈥� he added.

Ahmed, one of the UK鈥檚 top 1000 most influential people, also praised the Kingdom鈥檚 handling of the G20 summit last month after deciding to go fully virtual, calling it 鈥渁bsolutely the correct course of action.鈥�

鈥淚n both instances, 抖阴短视频 has set a precedent for other countries to follow. We can contrast its proactive, forward-thinking and compassionate approach, as well as its own COVID-19 statistics, with other countries鈥� track records,鈥� he said.

Countering extremism as a British Muslim

Ahmed is not only known for his role as a communications expert, but also as a leading figure in the Muslim community in the UK, countering hate speech and the rise of extremism as an advisor to the British government on anti-Muslim hatred.

鈥淎s a born-and-bred British Muslim, this is not just important to me on a policy level but on a deeply personal level. I have dedicated my life to improving relationships between Muslim and other communities and I believe that, through Unitas and other projects I have dedicated myself to, we have made tremendous progress in improving the image and position of Muslims in Britain and the West,鈥� Ahmed, who was named one of the 500 Most Influential Muslims worldwide three times, said.

Before founding Unitas, Ahmed was an activist campaigning against the Iraq war and founder/host of East London鈥檚 Radio Ramadan shows.

鈥淚 soon realized that adversarial campaigning only went so far. I was concerned by the growing divide between Muslims and wider society, between the Islamic world and the West, and I wanted 鈥� I needed 鈥� to help heal these divides, to bridge these allegedly irreconcilable narratives,鈥� he explained.

Soon after, he teamed up with fellow East Londoner and childhood classmate Shiraz Ahmad to give birth to the world鈥檚 first public relations agency dedicated to bridging the gap between the Islamic and Western worlds: Unitas Communications.

One of the group鈥檚 first clients was the National Health Service, which needed to access hard-to-reach minority communities in East London.

It was not long before their work earned the attention of people invested in efforts to do the same. A few years after the start of the Iraq War and after the 7/7 2005 London terrorist attacks, community cohesion in the UK was at an all-time low.

The UN鈥檚 Alliance of Civilizations then reached out to Unitas to 鈥渟ee minority and Muslim communities have the training and develop the skills necessary to engage effectively and constructively in wider British society.鈥�

Ahmed and Unitas鈥檚 work is not restricted to the UK alone, with the group and its founder earning praise and recognition from former US Secretary of State Hillary Clinton and by the City of New York.

Brexit and what is to come

While many businesses have been critical of Brexit and its potential consequences, Ahmed looks to the bright side of matters and instead calls it 鈥渁n opportunity for Britain to reset its narrative on the world stage.鈥�

鈥淚 have every confidence in the ability of the British nation to reinvent itself,鈥� he added, explaining that 鈥淯nitas operations extend across continents in order to connect people, cultures and ideas and to make communicating effective and impactful.鈥�

With regard to what the future holds for Unitas in such uncertain times, Ahmed remains optimistic.

鈥淭he future will see Unitas continuing to work with leading international brands and expanding its presence across Europe and the Middle East and deeper into Southeast Asia. But I should also say that a major priority for us has always been the US. We鈥檝e had major American clients, like the National Football League and the US State Department,鈥� he said.

鈥淲e will continue to choose clients who contribute to making the world a more understanding place, and we will engage those relationships to improve the world, to leave things better off than where they were when we started.

Because this work isn鈥檛 just a business to me or my team. It鈥檚 a moral calling.鈥�