Al Afifi

Interim CEO,

Arthritis Action


She has been named in PRWeek UK’s Power Book in

Noha is the Interim CEO of UK charity Arthritis Action. She has over 18 years’ experience in marketing, communications and fundraising across various sectors including higher education, technology, healthcare and nonprofits, in the UK and internationally. Noha is passionate about EDI, impact measurement, and driving social change. Noha sits on the Boards of National Voices and the Chartered Institute of Public Relations (CIPR). She has been named in PRWeek UK’s PowerBook in 2021-2023, which recognises the top 1% of communications professionals in the UK.


Why did you sign up to be a judge for The Pros Awards 2024?

Coming from an ethnic minority background myself, I wanted to be part of a powerful organisation and initiative that recognises outstanding PR achievements by BME PR Professionals. This cause is very close to my heart and I feel privileged to be taking part in the Awards next year.

What Insta/Twitter(X)/Tik Tok account should every comms pro follow and why?

I think the Save The Children Instagram account is brilliant. Their content is varied and on point.

What was your favourite PR/comms story from 2023 and why?

I think Rihanna’s very clever move at the halftime show of Super Bowl was brilliant. Statistics showed that Google searches for her beauty business, Fenty Beauty, rose by 883% following the Super Bowl, and generated $11.3M in media impact value.

As before we’ve got a great DJ booked for The Pros Awards awards ceremony in July – what’s your dancefloor-filler request?

Anything that can get us moving ????