New ad campaign seeks to empower Egyptian women
A campaign by the National Council for Women hopes to achieve a fundamental change in Egyptian society.
Egypt’s National Council for Women launched last month a media campaign under the slogan “The Taa' Marbouta is your strength.” In Arabic, a language where words have grammatical gender, the taa’ marbouta is a letter coming at the end of a word to denote femininity.
The campaign features a series of short videos shown on various TV channels, including one showing a young woman who breaks the walls of a prison she is trapped in and manages to get out.
The campaign aims to encourage women to break all barriers standing in their way and not to accept society’s narrow perceptions, and was launched in partnership with the United Nations Population Fund (UNFPA), UN Women, the United Nations Development Program and the Swedish Embassy.
Rania Yahya, a member of the National Council for Women, spoke to Al-Monitor about the idea behind the campaign. “It aims to deliver the voice of the Egyptian woman to various audiences, to encourage young women and to develop their spirit of determination and empower them."
