2017 Winners & Shortlists

The Campaign

“Taa Marbouta is your Strength”. The Taa Marbouta, in the Arabic language, is a letter, but more importantly, it is used as a feminine pronoun added to the end of a word. It only denotes the feminine making any word/job/act weaker. Taa Marbouta literally means the tied “T” so the idea was to redefine the one letter that identifies women and change it from tied to untied. By changing the physical features of the letter, the features of a woman began to reveal herself both physically and characteristically, redefining the letter Taa Marbouta to a pronoun of empowerment.

Creative Execution

Women and Girls were the anchor of the campaign and all the presented challenges/solutions/components are based around the concept of changing the model of the Egyptian society (individuals and groups) towards women in Egypt. Taa Marbouta Campaign addresses not only women, but the community as a whole, and seeks to alter how society views women’s roles, while also handling subjects like sexual harassment in an effort to empower women not to be afraid to take actions against anyone abusing them. The campaign portrays women in many situations facing daily challenges in Egypt, and it shows them breaking through the barriers and standing up for themselves, in spite of being born into struggles/inequality that are against them. It shows an understanding of women's experiences and how they're systematically oppressed through institutionalised sexual discrimination.

Indication of how successful the outcome was in the market

60 million social media organic reach 490,000 women reached on ground 5.4 million EGP earned media Legislation change per the code 242 amended in 2016 recurring aggressive repercussion for FGM

The “Taa Marbouta” campaign includes various target audience groups at a number of social and economic levels. It dealt with them as main/active participants not just passive recipients. Through this campaign, we meant to reach different target audience groups with tailored messages and techniques that fits each group and effectively touches on the relevant social norms and core values of each group. The “Taa Marbouta” campaign adopted a one brand to gender issues based on a general core principle which addresses women rights with a holistic approach as the campaign tackles several challenges and proposes a number of solutions and models. Taa Marbouta calls to help women realize and unleash the strength within, to come out and claim that their power lies within their femininity in a country where it’s a burden to live in as a woman.