DDB Egypt and AAPIC Organize Women Empowerment Campaign
Sunday, October 9, 2016

“سر_قوتك” is a women empowerment campaign launched by DDB in cooperation with the United Nations Population Fund (UNFPA) in Egypt, UN Women, the United Nations Development Programme (UNDP), and the Embassy of Sweden.
The initiative has gained abundant recognition on social media for its efforts to challenge the rampant issue of female sexual harassment around the streets of Egypt and encourage women to stand up for themselves.

The campaign’s slogan, which showcases the use of clever wordplay, aims to advise women not to let the Arabic letter, ‘ة’ (aka “teh marboota”), used to refer to feminine words, tie them down. Instead, the letter should be a woman’s source of empowerment that allows her to be unique.

In one of the campaign’s promotional videos, a young woman is shown being the subject of baseless stereotyping when she is criticized by male passengers for being a female driver.
Every sexist comment received by the woman then forms a literal wall around her that takes the shape of the “teh marboota,” which aims to symbolize the metaphorical barrier built around women in Egypt.

In an empowering scene, the woman grows enraged and proceeds to knock down the wall brick by brick while in the process of debunking every gender role stereotype until she’s finally free.