FP7/Cairo has launched a new initiative to empower women in Egypt for its client, Unilever.
An escalating number of Egyptian women – veiled or not – are pushed by a non-forgiving society under the spotlight. Judged and belittled, many women are left discouraged and demotivated. These women find that their every step, move and decision is scrutinized by a judgmental majority leavening them afraid to voice their opinions and pursue their dreams, which inevitably forces these women into a cocoon.
Realizing this, the agency kick-started a movement to empower these insecure and self-conscious women to stand tall and embrace their individuality.
Inspired by a creative and engaging reverse poem, an online film, 3ala Rasi (On Top of My Head) was created to push to the forefront two opposing women’s perspectives: the optimistic and empowering versus the discouraged and self-conscious.
Watch it here.