BABYSHOP

Campaign Middle East - - NEWS -

Ara­bic, as well as nu­mer­ous other cul­tures, con­tains va­ri­eties of words that stem from pa­ter­nal-cen­tred roots. The word for “par­ent­hood”, “al obuwah”, is one of them. Al­though many have, over time, un­der­stood that word to re­fer to both fa­ther and mother, the word “par­ent­hood” in Ara­bic ac­tu­ally trans­lates into “father­hood”. As a brand that cel­e­brates par­ent­hood and is close to moth­ers across the re­gion, Babyshop be­lieves it’s time to lend moth­ers the res­o­nance and recog­ni­tion of their role in par­ent­hood, by bring­ing “mother” into the Ara­bic word for “par­ent­hood” too. With this in mind and on the oc­ca­sion of Mother’s Day, Babyshop worked with lin­guists to in­tro­duce the word “al umobuwah”, a new word that rep­re­sents “moth­er­hood and father­hood”.

A L U M O B U WAH

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