Adding newer dimensions for an empowered community

Dubai Women’s Run Announces its Women of Substance Initiative to Shape a Stronger Community.

September 30th, 2018, Dubai (UAE): Building up to the upcoming Dubai Women’s Run scheduled to take place on November 16th, 2018, at Festival Bay in Dubai Festival City Mall, organizers Plan b Group have announced a new dimension to the event to building a stronger community of empowered women. Capitalizing on the established event and availing the fitness route, the company has announced its new ‘Women of Substance’ platform that will facilitate a network of chosen inspirational women who will be the guiding force for other girls and women. This year, eight chosen women will champion and motivate them to lead an active lifestyle while inspiring wellbeing, self-appreciation and happiness in the long run.

The key to the platform will be an ongoing interaction of inspiring women who will not just focus on their individual networks but will come together to reach out to a larger section of society. Their stories and engagements will help in raising awareness of the greater importance of taking control of one’s life for an empowered future.

Each year the Women of Substance will epitomize their passion to transform their ideas into realities while also striving to give back to society. Chosen for their diversity across nationality and work life, these brand ambassadors will be actively involved in promoting the Dubai Women’s Run initially. Focus will also be laid on year-round activities to address the needs of other women and shaping them to be proud of their achievements, through community engagement plans with mentorship programs.

The 2018 ‘Women of Substance’ are:

  • Alia Al Zaabi, UAE Special Olympian, First Special Olympian to represent the country
  • Donna Benton, Founder and Chairman, ENTERTAINER and a firm believer of ‘healthy body, healthy mind’
  • Helen Al Azizi, CEO, BizWorld – UAE, Egypt and Jordan, passionate about entrepreneurship, education and children
  • Jade Palmer, Nike Master Trainer, actively involved in motivating the health and fitness industry
  • Maria Conceicao, Founder of Maria Cristina Foundation, dedicated to helping destitute families and children in Bangladesh
  • Modupe Omonze, Managing Consultant, Runway Dubai, campaigner of several causes through her work platform including fitness and Down Syndrome
  • Sandra (Sandi) Saksena, Empowerment Officer, Nexus Insurance Brokers, propagates financial independence as a key to women empowerment
  • Vagelyn Tumbaga Federico, Director of Human Resources, Dusit Thani Dubai, her exemplary rise in the corporate ladder and charitable work is a guiding force within her community

Dubai Women’s Run is conducted under the patronage of H.H. Sheikh Ahmed bin Mohammed bin Rashid Al Maktoum, which saw its beginnings in 2010 and is the initiative of UAE Federation of Athletics and the Dubai Sports Council and currently handled by Plan b Group since 2017 with its brand new location for 2018, Dubai Festival City Mall.

In keeping with the needs of the society, the Women of Substance also aims to capture the essence and support the Dubai Plan 2021 of which the people and society form a critical part of the vision. Closer to Expo 2020, the platform has a strong drive to engage and connect the youth and motivate them to appreciate the outdoors and environment through their fitness activities.

Ahmed Al Kamali – President, UAE Athletics Federation, said, “A collective effort in promoting fitness and wellbeing especially among women is the way forward. The ‘Women of Substance’ initiative by Plan b Group will not only add tremendous depth to the event, but has the power to build a stronger community of girls and women who are an integral part of our society. Empowering them will help in achieving many milestones in the hope of building a stronger community of women in the country. We look forward to this new dimension of the Dubai Women’s Run 2018.”

Fouzeya Faridoon – Manager of Women Sports Development Section, Dubai Sports Council, said “Undoubtedly sport is a great accelerator of bringing communities together and the Dubai Women’s Run is a clear example. We are delighted to hear about the new “Women of Substance’ platform and we are certain that it will be a catalyst for creating long lasting bonds as well as providing girls and women with opportunities to tackle their short term goals. We are happy to support this cause and look forward to the being a part of this initiative.”

Harmeek Singh, Race Chairman, Dubai Women’s Run and Founder and Chairman, Plan b Group said, “As a for women, by women initiative, Women of Substance will form an integral part of the run but has a long term goal to empower women not just for fitness, but in a more holistic manner covering other aspects of their lives. Our focus remains mainly on providing a sense of community betterment by standing committed to a larger social cause, creating a deeper community bond and encouraging women to support each other. We have a clear roadmap for our yearly plans to activate engagement measures starting with their participation at the Dubai Women’s Run.”

The associations with partners, Dubai Festival City Mall, Swissotel Al Ghurair Hotel & Resorts, Golds Gym and sponsors, Hunter Foods, Charmsday and Lorna Jane is key to success of the Dubai Women’s Run and the organizers are grateful to all the support received.

Registrations are open online at and on- ground registration at select Liali and Lorna Jane stores. Scheduled to take off from Festival Bay, Dubai Festival City Mall, there are two options of 5k and 10k with an entrance fee is set at AED 150.

Alongside the Women of Substance campaign, Plan b is also actively involved in promoting the event through it’s out-reach in schools and corporate houses, partner events and mall activations to encourage greater participation.


About Plan b:

Plan b is an events, marketing and communications company with an award-winning reputation for successfully delivering complex events especially for government and semi-government entities. Headquartered in Dubai, Plan b has offices in Abu Dhabi, Delhi and London and serves clients around the world.



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