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Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

FP7/Cairo releases women empowerment video

Campaigns

FP7/Cairo releases women empowerment video

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.

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