Campaign Middle East

3ala Rasy ‘I am my veil’ by FP7 Cairo

FP7 in Cairo has launched a campaign to empower veiled women in Egypt.
The idea is to push to the forefront an optimistic and empowering view of veiled women, rather than one that is discouraged and self-conscious. An online film has been released that uses reverse poetry to portray the two different scenarios.
At the time of going to press the video had 2.6 million views on Facebook, with 19,106 shares. A handful of shorter films featuring a number of different women have also been released.

Client 3ala Rasy

Agency FP7/CAI

Executive creative director Ahmed Hafez Youness

Associate creative director Rami El Kerdani

Senior copywriter Menna El Kiey

Copywriter Rana Khairy

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