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

Zahrat Al Khaleej campaigns against domestic violence


Zahrat Al Khaleej campaigns against domestic violence

Abu Dhabi Media’s (ADM) women’s lifestyle magazine, Zahrat Al Khaleej, launched the second edition of its campaign against domestic violence #DontCoverItUp.

The campaign was launched in November 2014, around the 25th of the month, which is UN Women’s International Day for the Elimination of Violence Against Women.

The goal of the initiative is to raise awareness about abuse of women in the region and spread an empowering message through the hashtag #DontCoverItUp #لا_تخفي_تعنيفك

Zahrat Al Khaleej teamed up with Emirati singer and social influencer Balqees Fathi – who has more than four million social media fans and followers – to spread awareness around the cause. The November 2014 issue of the magazine dedicated the cover to highlighting the cause by showing an image of a bruised Fathi. The team behind the campaign explains that the visual sought to show that even strong and elegant women like Fathi can be subjected to violence – not just housewives, but also students, professionals and public figures.

The cover was complemented with features, interviews and reports about violence against women in the region, with Emirati public figures and associations supporting the cause. The initiative was also featured at Arab Luxury World 2015 in Dubai as one of the top influential and impactful social campaigns with a cause in 2014.

Continuing the theme this year, the magazine re-launched the campaign with a new ambassador: Mayssa Maghrebi. She has received the Knights Award from UN Women on International Women’s Day 2014 and is a goodwill ambassador for the International Organization For Peace, Care and Relief, as well as a member of the Economic and Social Council of the United Nations.

This year’s initiative began with a press conference and public panel held on November 18, featuring Maghrebi, Hala Al Gergawi, executive managing editor of Zahrat Al Khaleej and, as well as representatives of organizations and women from the UAE and KSA sharing their stories.

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