2015 Winners & Shortlists

Brief Explanation

Advertising hasn’t been fair to Egyptian mothers; always projecting the unattainable image of THE super mom, who juggles a job, housework, takes care of her well-behaved children and still manages to look great. How real is that? Not at all. In reality, motherhood is a long tough journey, and sugarcoating the ups and downs of motherhood will be immediately detected by the mothers as not genuine. Our film depicts the life of an every day Egyptian mother from day one of delivering her child going through all the stages in her and her children’s lives; with all the tough moments; the simple thank you and the genuine hug are the reasons why mothers forget the hardships and keep going forward in their journey. Through these emotional moments the film acknowledges every Egyptian mothers’ efforts and carries the message of appreciation and support. In understanding the true essence of motherhood, Juhayna acknowledges that motherhood is not easy but totally worth it!