We got the chance to take a peek into the world of Rouba Labban, the Communication Director for the Middle East at the Better World Fund, and the visionary behind Pyr Communications. Rouba’s journey converges with Manuel Collas de la Roche, the President of the Better World Fund.Through the organization’s steadfast dedication to humanitarian causes and its advocacy for the planet, individuals and partners play a significant role in improving the well-being of humanity. Their upcoming event shines a spotlight on women’s empowerment, marking a pivotal moment in the global discourse.
Amidst the evolving dialogue on gender equality and empowerment, Rouba provides invaluable insights into the ever-changing landscape of these critical issues in the Middle East. Join us for an enlightening conversation with Rouba Labban, where she shares her perspectives on women’s empowerment and gender equality in the region.
Let’s start at the very beginning.. What was it like growing up in Lebanon?
I grew up in a household where both of my parents were heavily involved in charity. My father was a physician who was committed to helping people in need in undeserved areas. My mother was the president of a charity organization that empowers young women for a brighter future. Being raised in this environment instilled in me the desire to carry on their legacy and get involved in humanitarian work. After I completed my studies in Marketing & Advertising at the American University, maintaining that trajectory proved to be quite demanding. In 2006, our family made the decision to relocate to Saudi Arabia.
Was relocating to Saudi Arabia a cultural shift?
Moving to Riyadh with my husband marked a significant turning point in my life. Transitioning to a career in the media industry at a Saudi TV channel was a dramatic change from my previous life in Lebanon. Embracing the role of Marketing Manager in advertising and PR events was a rewarding experience.
Adapting to Saudi culture proved difficult, especially after spending ten years in Paris before returning to Beirut. The initial transition was tough, but I saw it as a personal opportunity—an invitation to immerse myself in a new culture and deepen my understanding of it. Additionally, my work in the kingdom enabled me to connect with Saudi women, many of whom were incredibly kind. Through these interactions, I gained insight into the experiences they faced in pursuing and advancing their careers.
Have any of the women you’ve worked with studied outside of the Kingdom, and how did they cope with the situation?
I’ve witnessed firsthand the challenges these women faced while pursuing their careers and reshaping their lives. Many had studied abroad, in London or elsewhere. However, upon returning home, they encountered limitations – they couldn’t drive, their freedom was restricted, and opportunities were scarce. Despite these hurdles, I embraced the chance to assist and support them in various ways.
And would you say that some of these women you encountered are in prominent positions today?
Absolutely. Many of them have achieved significant success in their careers and attained high positions. It’s truly fulfilling to witness such positive changes in Saudi society. However, during my time, the journey was exceptionally challenging.
Managing contacts with men in the media and PR field must have presented complications. How did you navigate that?
It was demanding, but with supportive agency friends and a multinational background, I streamlined connections. Over seven years, I faced obstacles that enriched me. Working closely with clients and bridging cultural gaps gave valuable insights. Despite being Lebanese, I proved myself to Saudis, CEOs, and directors through presentations, earning their respect.
Today you reside and work in Dubai. How has your experience been since leaving Saudi Arabia?
Since relocating to Dubai, I’ve immersed myself in the vibrant media scene, collaborating with various companies. Despite continuing my work with Saudi Arabia, I’ve also embarked on exciting projects like the PR campaign with Better World Fund. Additionally, I’ve established my own company,pyr communications, running parallel to my other endeavors.
As the PR representative for Better World Fund in the Middle East, how do you collaborate with Manuel Collas de la Roche to choose topics that resonate with our audience?
We gather a skilled team and delve into PR, media management, and communication. Empowering women involves managing media relations, conducting interviews, and participating in discussions on diverse topics.
I understand that you’ve been involved in organizing gala events in Dubai.
Yes, We have organized two gala events in Dubai. The main subjects revolved around climate change and strategies to combat it, as well as discussions on women’s empowerment. We explored topics such as the importance of education from childhood to women’s employment, highlighting its crucial role in women’s lives. Our aim was to emphasize the significance of education in their lives, promoting economic empowerment, and the ability to make positive changes through meaningful employment opportunities
Are there many young women in Middle Eastern countries who lack access to education?
Despite progress, gender inequality remains prevalent in many countries, with women often marginalized and discriminated against. It is essential to strive for equality and empower women to overcome societal constraints and assume leadership roles in community organizations. Factors such as early marriage, financial constraints, limited educational opportunities due to inadequate school facilities, and traditional beliefs about gender roles may contribute to this issue.
Are the funds designated for empowering women primarily directed towards education?
Indeed, our main goal is to encourage education among young women to prevent early marriage, emphasizing its life-changing impact and promoting family planning. Through economic empowerment, we enable women to pursue diverse opportunities, thereby enhancing their quality of life. It’s heartening to note significant efforts made to enhance girls’ access to education in the Middle East, with various programs implemented by governments and international organizations. Moreover, there are numerous success stories of young women excelling in education and achieving academic success, showcasing the transformative power of education in their lives.
Text by Suna Ahmed
