2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The film is narrated by a tenacious teenage girl. She starts with an observation: boys and girls are raised differently in the region, and boys are exclusively taught how to be brave. Girls, on the other hand, are left to figure it out on their own. Still, they grow up to become women who can achieve and succeed, and all that because in reality, they are born brave. They’re brave for being born in a world that doesn’t look, think, or behave the same way they do. They’re brave when they manage their first period, they’re brave in the playing field, they’re brave in the boardroom, they’re brave at home, and they’re brave on the frontline. This bravery that starts with a little girl is here to stay, and it’s about time it’s celebrated.

Cultural / Context information for the jury

We’re talking to women who see possibilities all around them and are quick to grab them. They’re asked to be many things: nice, kind, soft, successful, perfect, pretty, happy... but one thing they’re not told nor expected to be is brave. The reality is that UAE women are already braving their way into everything they do, despite not being recognized or celebrated as such. Bottom line is, they were born brave.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

The UAE has championed a generation of women who see all possibilities open to them. They strive to get the best education, succeed in their jobs, and realize their dreams. But pursuing these amidst challenges requires a lot of bravery every day. When asked how they feel about these achievements, many take them for granted, or don’t recognize the importance they have. It seems as though while growing up, the more they performed, the less they celebrated. In fact, across the region, parents raise their children with different expectations: boys are encouraged to act brave while girls are told to play it safe. Consequently, girls grow up with a faulty sense of accomplishment. Even if they do celebrate their accomplishments at times, it is always in comparison to men, or worse, how much is expected of a woman.