Campaign Proposal: ‫ديت‬-‫حوا‬

By: Engy Ibrahim, Farah Mahmoud, and Salma El Shammandy

Our Purpose
While progressive laws on the glass ceiling for women and female participation to the
workforce in Egypt have been passed, they have been described by women as mere “ink on
paper” as they are easily circumvented by employers (Khedr, 2017). This campaign aims to
shatter the glass ceiling in Egypt from a grass-roots level by increasing the number of ‘resilient
mindsets’ among Egyptian working women as defined by the Career Pathway Survey (CPS)
method developed by Smith et. al (2012)*. We will have two main approaches in order to
achieve that aim. The first approach is multimedia communication, which will raise awareness
of the campaign and inspire women through success stories of other women. Our second
approach is a community outreach program, which will include lean-in circles and ìnformative
talks by professional guest speakers, as well as long-term support for working women and
young girls.
*For more information on CPS, check out this infographic.

Our Target Audience

The campaign is focused on middle-class females Cairenes, with programs for three different
age groups. The campaign will expand in the future to cover other cities in Egypt such as
Alexandria. View page 2 of our infographic on Egyptian women’s perceptions of the glass
ceiling.

Group A: Students (Ages: 15-22 years-old)

Group A consists of high school and university students. These are future working
women, and the most recent data says that 50% of them view the glass ceiling with denial
(Khedr, 2017). We aim to inform this age group on the problems they may face in the
workplace and empower them with the resources, skills, and support to manage these
situations before they encounter them. We will reach students through school and university
visits where guest speakers provide advice and inspiration. Youth innovation will be encouraged
by implementing a program where young girls can give talks on topics they are passionate
about.

Group B: Graduates
Ages: 22-30 years-old.

Group B consists of women who are fresh graduates, or have been in the workforce for
less than 10 years. They have some experience and are aware of the problems that can be
encountered in the workplace, but may not be aware of their rights. While 33% of this age
group have a resilient mindset on the glass ceiling (Khedr, 2017), we aim to make this
percentage higher. We will support them through the first years of their career by having lean-
in circles where they can make connections, and providing them with career counseling and
workshops.

Group C: Working Women

Ages: 30+ years-old.

Group C consists of women who have been in the workforce for 10+ years. According to
Khedr (2017), 65% of this age group views the glass ceiling with resignation. We aim to convert
this view with a resilient one. Similar to Group B, our approach to this group will be provision of
career counseling workshops and information about their rights, as well as creating lean-in
circles for them. We will integrate this experienced generation with the younger ones, so they
understand their power to inform and inspire young women who are entering the workforce.

Our Partners

This campaign will be in partnership with the National Council for Women in Egypt and
UN Women, as we believe these institutions share our values and have the resources to help
us.
Logo and Brand Identity

The name of the campaign, “‫ديت‬-‫ ”حوا‬is a play on the words ‫( حوا‬eve) and ‫حواديت‬
(stories), to connote that we are a platform for female stories. Our logo shows a woman in
business attire pushing an equal sign towards the middle of another equal sign, which was
inspired by this design. We want our logo to show movement, strength and perseverance. The
use of the color pink, associated with femininity, is to make a point that a woman does not
need to lose her femininity to succeed in her career.

Our Media Strategy

We will use TV, radio, and Youtube ads to engage our audience, as well as visually-
pleasing posts on social media platforms. Our main strategy is storytelling. This approach is
inspired by Nike’s advertising campaigns. Stories are a powerful tool for change, because they
have the ability to convince, empower, and inspire their listeners. Our main aim is not to only
inspire women through amplifying the success stories of popular and successful women, but
also to encourage Egyptian women to have their own stories to tell.

Our Website
The website will have different purposes. First, it will showcase our multimedia
productions; video and audio. There will also be a “Join us!” page for whoever is interested in
volunteering with us, or is curious about our upcoming events. There will also be a reddit-like
space, where people sign in as users and can share their problems, advice, and stories.

Social Media
Our activity on Instagram, Facebook, and Twitter will be an important tool for us to
foster a community of working women that help and support each other. Some of our social
media posts will be 30-seconds-short videos similar to our video script that showcase success
stories, some others will be quotes from successful women such as these. We will also use the
hashtag #‫ خليهم_يسمعوكي‬to encourage other women to share their own success stories, and will
feature a few of the stories shared with us on our page every week.
Campaign Publicization and Execution

The campaign will be publicized through TV, radio and YouTube ads. The first phase of
the campaign will consist of several school and university visits where we will have guest
speakers and introduce our campaign. After phase one, we will work on maintaining all the
connections we built with institutions and individuals through monthly lean-in circles as well as
consistent career counseling workshops and talks.
 Radio Ad
Concept:
This ad presents our call to action, “Let them hear you” using the help of a variety of
easily-recognizable and distinguished voices of Egyptian celebrities and public figures to deliver
our message in a way that grabs the attention of listeners. We chose to feature famous voices
in the radio ad so we don’t have to spend time introducing them in the ad.

Script:
Contact: Engy Ibrahim, Farah Mahmoud & Salma Elshamndy
Organization: UNFPA & National Council of Women in Egypt
Heading: “Hawa-deet” Campaign

30 seconds

MUSIC:        (“Awaking” by Martin Peralta, minutes: 00:01-00:30 – FADE IN)

ANNC 1 (Tahani Elgebali):
‫قاضية‬
ANNC 2 (Mona Zaky):
ANNC 3 (Azza Fahmy):
ANNC 4 (Sahar Nasr):
ANNC 5 (Mona Elshazly):.
‫هيسمعوكي‬
ANNC 6: (campaign Voice):
MUSIC:    (“Awaking” by Martin Peralta, minutes: 00:01-00:30 – FADE OUT)
! ‫هيقولوا الست اه ممكن تبقي اله العدالة عند قدماء المصريين بس مينفعش تشتغل‬
‫او يقولوا الستات بيمثلوا حلو بس مينفعش يشيلوا فيلم لوحدهم‬,
‫او يقولوا الست اخرها تبقي شكلها حلو في المجوهرات بس متقودوش المجال‬
‫و فيه اللي ممكن يقول الست اخرها تدير بيت بس متعرفش تدير وزارة‬
!‫ بس نهاية الحدوتة دي في اديكي‬,‫كل ده كالم بيتقال في حواديت ستات كتير‬
‫ انتي اللي هتكتبي نهاية الحدوتة و هما‬.‫متخليش كالمهم يبقي عائق ألحالمك‬
‫ خليهم يسمعوكي‬..… ‫حملة حواديت لدعم المرأة المصريةـ‬

- end -

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English Translation of Radio Ad:

30 seconds

MUSIC:        (“Awaking” by Martin Peralta, minutes: 00:01-00:30 – FADE IN)

ANNC 1 (Tahani Elgebali): They will say a woman may be the goddess of justice for ancient
Egyptians but can't be a modern time judge.
ANNC 2 (Mona Zaky): Or say that women can be good actresses but can’t lead a movie
on their own
ANNC 3 (Azza Fahmy): or say that a woman looks great in jewellery but can’t be a leader
in the jewellery industry.
ANNC 4 (Sahar Nasr): Some might even say that a woman can only manage a house
not a ministry
ANNC 5 (Mona Elshazly):. All of these are frequent lines in many women’s stories, but
the end of your story is in your hands! You will write it,
and they can only listen.
ANNC 6: (campaign voice): Hawa-deet campaign in support of the Egyptian woman………...
Make them hear you.
MUSIC:    (“Awaking” by Martin Peralta, minutes: 00:01-00:30 – FADE
OUT)
 Tv Ad
Concept
The campaign will include several individual feature videos that are similar to the ones

made by Nike Women. They will be 30-60-seconds-long videos with a narrator telling her story.

If this campaign was real, the audio would have been from an interview we conducted with her.

Since we cannot actually have an interview with anyone, we decided to take quotes from one

of Rana el Kaliouby’s interviews as narration for this script.

This feature video would be one of many that would include features of successful

Egyptian women, such as Reem Assad; CEO of Rayah, Kamla Abu Zekry; TV and film director,

and Sahar El Sallab; CEO of CIB.

Script is on the next page.

Script
Contact: Engy Ibrahim, Farah Mahmoud & Salma Elshamndy
Organization: UNFPA & National Council of Women in Egypt
Heading: “Hawa-deet” Campaign
VIDEO
FADE IN SHOT OF RANA EL KALIOUBY
WORKING IN FRONT OF A SCREEN
FADE IN TEXT: “RANA EL KALIOUBY, CEO
AND FOUNDER OF AFFECTIVA”
CUT TO SHOT OF RANA EL KALIOUBY WITH
HER CHILDREN
CUT TO SHOT OF RANA EL KALIOUBY
WORKING WITH PEOPLE
CUT TO SHOT OF AFFECTIVA AI
FADE TO WS OF RANA EL KALIOUBY IN
FRONT OF HER COMPANY
FADE TO SHOT OF RANA EL KALIOUBY WITH
A POWERFUL STANCE
FADE TO TEXT: “LET THEM HEAR YOU”
CENTERED ON-SCREEN
AUDIO
Rana El Kaliouby:
My mom worked all her life but she never
talked about her job at home. My marriage
was different.
MUSIC
UPBEAT INSPIRATIONAL TUNE FADE IN
(continue throughout commercial)
Rana El Kaliouby:
I was going through a divorce as a single
mom and starting my company. One day my
father called me and said, “Quit Affectiva,
fix your marriage.”
Rana El Kaliouby:
But I had a plan since I was a student. I said,
“I’ll graduate top of my class,” which I did.
And then I got a master’s and PhD.
Rana El Kaliouby:
I built Emotion AI to make human-computer
interfaces better. It’s all about human
connection. We were two women pitching
an emotion company in the male-
dominated Silicon Valley.
Rana El Kaliouby:
We all run into obstacles and we have a
choice. You get to tell your story. Let them
hear you.
MUSIC FADES OUT
 Press Release

Contact Information:
Contact person: Engy Ibrahim, Farah Mahmoud and Salma El Shammandy
Email: Hawa-deet@gmail.com
Twitter and Instagram: @Hawadeet.eg
Website: Hawa-deet.com

FOR IMMEDIATE RELEASE: Wednesday, December 8, 2020

 
Announcing Hawa-deet
A Space For Egyptian Female Stories
 
CAIRO, EGYPT – Tune in to Hawa-deet, a campaign for Egyptian women that is here to shatter the glass
ceiling in Egypt. Hawa-deet spotlights the success stories of women and empowers Egypt’s female
workforce through career counseling workshops and informative talks.

In partnership with UN Women and the National Council for Women, Hawa-deet is bringing out stories
of women that shattered the glass ceiling in Egypt, such as Tahany El Gebali, Egypt’s first female judge,
and Sahar El Sallab, CEO of CIB. Watch the exclusive interviews with these icons of success on their
YouTube channel.

If you are a student, check if your school is on Hawa-deet’s tour destinations list, which begins on
February 15th and ends by May 20th. They have a long list of speakers including Rana El Qalyoubi,
Mariam Naoum, and many other inspiring women.

If you are a working woman or a fresh graduate, mark your calendar for Hawa-deet’s next visit to your
area, where they are bringing lean-in circles and career counseling workshops. Visit Hawa-deet’s
website to find out more details.

Share your story of success with Hawa-deet using the hashtag #LetThemHearYou, and join a growing
community of resilient women that support each other.

To find out more about Hawa-deet, follow @Hawadeet.eg on Instagram, Facebook and Twitter, or check
out their website http://Hawa-deet.com/.

For inquiries regarding Hawa-deet, contact Engy Ibrahim, Farah Mahmoud, or Salma El Shammandy at
Hawadeet@gmail.com.

Hawa-deet is a campaign that aims to shatter the glass ceiling in Egypt through a grass-roots
approach that empowers women through storytelling and building strong communities of support.

###
References
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feminist

-filmmaking

Econwin. (2017). Retrieved from https://econowin.org/a-career-beyond-the-glass-ceiling/

Enigma Magazine. (2019). Sahar Elsallab. Retrieved from

https://www.enigma-mag.com/sahar-elsallab/

Ferriss, T. (2020, May 16). Rana el Kaliouby - AI, Emotional Intelligence, and the Journey of

Finding Oneself (#423). Retrieved from https://tim.blog/2020/04/21/rana-el-kaliouby/

Feminist, F. [Funky]. (n.d.). Pinterest. Retrieved December 4, 2020, from https://pin.it/7hdvLAB

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404-419. doi:10.1108/GM-01-2017-0002

Smith, P., Crittenden, N. and Caputi, P. (2012b), “Measuring women’s beliefs about glass

ceilings: development of the career pathways survey”, Gender in Management: An

International Journal, Vol. 27 No. 2, pp. 68-80