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Moroccan-British brothers lead education reform with awad academy's soft skills plan, English program
Moroccan-British brothers lead education reform with awad academy's soft skills plan, English program
Hiba El Bouchtaoui
Tuesday 6 June 2023 - 13:58
Awad British Academy (ABA), a newly created institution specializing in soft skills development, life coaching, and English language education, attended the 4th international English language teaching conference in Rabat to present a plan focused on the critical importance of implementing soft skills as an integral part of education, rather than treating them as an optional add-on.

At the event held on May 28, hosted by the Global Bus Foundation, the founders of the Awad Academy, Emam, and Ahmed Awad, two half-Moroccan half-Egyptian brothers, but who call themselves British at the core, shed light on the transformative potential of emphasizing soft skills as a cornerstone of educational reform in Morocco.


The Academy argued that soft skills are not merely additional learning modules but vital pillars of holistic development, essential for successfully navigating the educational journey.


By recognizing the significance of soft skills, academic institutions can play a pivotal role in shaping a future-ready workforce and fostering sustainable socio-economic growth in the country.

In an interview with Hespress EN, Emam Awad explained why he and his brother chose his mother’s homeland to make it their home and business headquarters.

The culture, openness for change, and the taste for education, as he called it, were too good of reasons to convince the AB duo to open their academy.


“Both Egypt and London are now both English speaking countries, we saw an opportunity for Morocco to internationalize and help promote the growing English sector and not only the English language,” explained Awad.

As for the need to make a change, “It comes from the shortcomings and issues we saw in the Moroccan market,” explained Awad who previously occupied a teaching position at a prestigious UK university branch in Morocco, which got him familiar with the English level of Moroccan students.

“We believe that Morocco, as a gateway between Africa and Europe, has a lot of potentials to grow if we focus on the educational system,” said Emam Awad.

The brothers’ dynamic is based on their urge to leave a trace, which is why the two are very critical of each other and both respect doing their tasks without overstepping.

With Emam being theoretical and Ahmad being practical, the two gathered their years-long of academic knowledge in London and work expertise which they garnered by working in several teaching institutions working in different positions, the Duo hopes to help those who want to achieve greater things.

Emam believes in assisting teachers in properly treating their students and giving them the highest quality education, by implementing simple principles of mutual respect and detailed curriculums to encourage progress.

“As wonderful as Morocco is in terms of economic and social development, we believe that if leave the education sector behind and the medical sector as well, especially public ones, we can’t do much. Despite the lack of resources, we should start at the bottom, and root for change so that schools, students, and teachers do better,” concluded Emam.

AB Academy announced its strategic alliances with Berlitz Language Center and the Moroccan British Competencies Network (MBCN).

The Moroccan diaspora’s abilities and skills are committed to being nurtured through MBCN, a respected institution devoted to competence development.

By combining their cutting-edge approaches with MBCN’s experience, AB Academy will have a one-of-a-kind opportunity to improve the development of soft skills in Morocco.

Awad British Academy envisions a transformational educational system that promotes students’ holistic growth and equips them with the necessary abilities for success in a constantly changing global environment by placing soft skills at the center of education in the kingdom.

By promoting an educational climate where soft skills are acknowledged, appreciated, and incorporated across the curriculum, the Academy hopes to encourage a paradigm shift among educators, policymakers, and stakeholders.

Education English
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