According to reports, the oil-rich UAE has covertly initiated a media campaign designed to improve its damaged reputation, tainted by allegations of backing militias in Sudan and involvement in acts of genocide.
Apparently, this sophisticated media campaign encompasses the complete leverage of media assets, with one objective: remodeling the UAE’s image in light of growing public outrage over its controversial presence in the region. Some of the most important components of the campaign are remodeling the story of “the UAE’s humanitarian efforts” by broadcasting selective news stories about the country’s “humanitarian aid” efforts globally, especially in Africa and Palestine.
The campaign also facilitates posts implying that “those who do good are always envied,” trying to portray criticism of the UAE as stemming from jealousy over its “success.”
At the same time, efforts are underway to reshape the image of Sudan’s Rapid Support Forces (RSF), which have become closely linked to the UAE, by circulating videos of RSF members discussing patriotism, support for the Palestinian cause, revolution, and freedom.
This includes documenting new recruits joining the RSF to reinforce the narrative that “the people support them,” thereby framing the Sudanese conflict as a purely domestic issue, disconnected from any foreign involvement. Sudanese figures are also being enlisted to provide biased testimonies, which are then presented as the general public’s viewpoint.
The campaign also includes recruiting social media influencers from diverse nationalities, especially Arabs and Gulf citizens, who are ready to cooperate by posting videos and tweets supporting the UAE and criticizing its detractors.
Another significant aspect is reputation-repair in the West. With support from the Israeli lobby, diplomatic coordination has been set in motion with the British government to back mediation efforts aimed at “calming the situation in Sudan” and involving the UAE in international initiatives concerning Sudan.
Sudan’s Genocide Case at The Hague Undermined by UAE
While representatives from the UAE and RSF will be invited to such discussions, Sudanese army and government officeholders are said to have been excluded. Meanwhile, a UK-based PR firm has been assigned the task of publishing a series of reports presenting the UAE as a “peace broker” unfairly subjected to defamation and emphasizing its “role in conflict resolution.”
Sources indicate that this campaign seeks to shape Western public opinion, particularly to undermine Sudan’s case at the International Court of Justice (ICJ) or, at a minimum, raise questions about its legitimacy. The UAE has established itself as a significant adversary of Sudan and its citizens, having backed the RSF militias for years and playing a role in the country’s civil war since it began nearly two years ago.
On March 5, Sudan brought a case against the UAE before the International Court of Justice, alleging violations of the Genocide Convention due to its support for RSF militias engaged in assaults in West Darfur. Earlier in the month, Sudan also submitted a formal complaint to the United Nations Security Council, calling for immediate action to stop what it termed Emirati aggression via the RSF.
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