Some of the most meaningful stories shaping Abu Dhabi go beyond destinations and attractions. They are stories of conservation, culture, wellbeing, education and opportunity — initiatives designed to create lasting positive impact for communities and the environment.
At Miral, many of these initiatives are brought together through IMPACT by Miral, a fund established in collaboration with the Authority of Social Contribution – Ma’an to raise funds and enable initiatives across four key pillars: Conservation, Art & Culture, Health & Wellbeing, and Education & Skill Development.
While IMPACT by Miral provides the platform to mobilise funding and partnerships around these priorities, Atheer by Miral provides the creative and production capabilities to capture their progress, tell their stories and extend their reach.
Atheer Studio: Bringing Impact Stories to Wider Audiences
Atheer by Miral is a creative production and AI studio on Yas Island, established to strengthen Miral’s storytelling and digital engagement capabilities.
Bringing together video and audio production, podcasting, live streaming, design and post-production capabilities, supported by AI technologies and data analytics, Atheer studio enables Miral to document initiatives as they happen and transform them into engaging content for different audiences and platforms.
This capability plays an important role in supporting IMPACT by Miral. Beyond communicating what each initiative aims to achieve, Atheer studio can capture the people, partnerships, research and progress behind the work, helping audiences understand the impact being created over time.
Four Pillars for Impact
IMPACT by Miral is structured around four pillars that reflect areas where meaningful social and environmental outcomes can be created:
Conservation supports initiatives focused on protecting biodiversity, advancing scientific research and contributing to the long-term preservation of marine and terrestrial ecosystems.
Art & Culture supports initiatives that encourage creativity, cultural participation and opportunities for emerging talent.
Health & Wellbeing focuses on initiatives that contribute to healthier individuals and communities.
Education & Skill Development supports learning, capability building and opportunities that help people develop skills for the future.
Together, these pillars provide a framework through which IMPACT by Miral can raise funds, build partnerships and support initiatives with measurable long-term value.
Nabra: Creating Opportunities for Young Talent
One initiative under the Art & Culture pillar is Nabra by Miral, a youth talent discovery and development programme designed to identify and nurture emerging young singers.
The programme provides participants with opportunities to develop their talent through auditions, professional coaching, mentorship and performance experiences.
Atheer by Miral has supported Nabra throughout its production journey, from creating the programme announcement and teaser content to hosting and producing auditions and capturing the experiences of participants and their families.
Through this approach, Atheer studio is not simply documenting a programme. It is capturing the individual journeys and human stories behind it, creating a lasting record of Nabra’s impact on young talent.
Conservation: Supporting Science and Biodiversity
Conservation represents another major area of focus for IMPACT by Miral.
Initiatives under the Conservation pillar will be delivered through leading organisations and Miral assets, including Yas SeaWorld Research & Rescue Center and Al Ain Zoo, bringing together scientific expertise, research capabilities and conservation experience.
The initiatives include Sea Turtle Population Tracking across the Arabian Gulf, Sustainable Aquaculture Programme, Dama Gazelle Population Conservation, and Studies of the Wild Arabian Sand Cat.
Together, these programmes address important marine and terrestrial conservation priorities while contributing research and knowledge that can support longer-term biodiversity protection.
Governance Built Around Collaboration and Expertise
A strong governance structure supports the Conservation pillar to help ensure initiatives are informed by relevant scientific expertise and aligned with wider environmental priorities.
The structure includes an Advisory Group bringing together expertise from organisations including the Ministry of Climate Change and Environment, Environment Agency – Abu Dhabi, International Union for Conservation of Nature (IUCN), New York University Abu Dhabi, United Arab Emirates University and Khalifa University.
The Fund Committee brings together representatives from Miral and the Authority of Social Contribution – Ma’an, providing strategic oversight of IMPACT by Miral.
The Committee is chaired by Dr. Mohamed Abdalla Al Zaabi, Group CEO of Miral, with Taghrid Alsaeed serving as Vice Chair.
This combination of institutional oversight, scientific expertise and delivery partners creates a structured approach through which funding can be directed towards initiatives capable of delivering meaningful and measurable impact.
From Funding to Impact to Storytelling
The relationship between IMPACT by Miral and Atheer studio creates an opportunity to connect funding, action and storytelling.
IMPACT by Miral provides the platform to raise funds and bring partners together around initiatives across its four pillars. Miral assets and specialist partners bring those initiatives to life. Atheer studio then captures the journey, from the people and research behind each programme to its milestones, outcomes and wider impact.
Whether following a sea turtle through conservation research, documenting scientific work to protect endangered species, or capturing a young performer taking their first steps through Nabra, Atheer by Miral helps turn impact into stories that people can understand, engage with and support.
In doing so, Miral is not only helping enable positive social and environmental outcomes, but also building the storytelling capabilities to ensure those outcomes are seen, understood and shared with audiences across Abu Dhabi and beyond.
