We addressed the safety and mobility challenges of young Egyptian women by promoting biking as an empowering alternative to combat street harassment. With $0 marketing budget, we turned to PR and storytelling, sharing impactful narratives of women gaining freedom through biking. This secured $2.9 million in earned media, shifting cultural perceptions, and sparking conversations on women's rights and urban safety, positioning Dosy Bikes not just as a business but as a social change movement.

By promoting biking as empowerment and addressing street harassment, Dosy Bikes built a reputation as a socially responsible brand at the forefront of cultural transformation.

A HARSH REALITY UNFOLDS FOR MID-TO-LOWER INCOME EGYPTIAN WOMEN:

Egyptian streets and public transportation should be pathways to opportunity for young Egyptian women, opening doors to education, work, and social engagement. But instead, they have become barriers overshadowing their journey with intimidation and anxiety.

99.3% mid-to-lower income women in Egypt have experienced some form of sexual harassment on the streets in public spaces, including on public transportation.

86% of women have experienced harassment on public transportation, including verbal harassment, groping, or other forms of assault.

EGYPT'S ECONOMIC STRUGGLES AND THE RISING IMPORTANCE OF WOMEN'S EDUCATION AND EMPLOYMENT AMIDST HARASSMENT CONCERNS:

Amidst the backdrop of persistent harassment, Egypt has faced three significant waves of currency devaluation, triggering a cost-of-living crisis.

During these tough economic times, the importance of advancing women's education and employment has never been more crucial. Empowering women to pursue further education and enter the workforce is essential for their independence and for providing financial support to their families.

NAVIGATING THROUGH FEAR: THE EVERYDAY CHALLENGE FOR EGYPTIAN WOMEN:

Every day, navigating public spaces and transport systems is a daunting experience for young Egyptian women, particularly those from middle-to-lower-income backgrounds.

In a challenging economy, where buying or renting cars isn't feasible, these women face limited choices. Staying home for safety isn't an option when education and earning a living are essential.

They remain caught in a relentless everyday dilemma - compromise on their safety on streets or compromise their education and livelihood.

Most end up compromising on their own freedom from the fear of and the reality of harassment on the streets in their cities.

DOSY, A NEW SOCIAL ENTERPRISE, FORMED BY TWO YOUNG EGYPTIAN WOMEN WANTED TO HELP:

And we needed to help transform streets from spaces offering threat of harassment everyday into spaces promising opportunity and independence every day.

Dosy Bikes.

A life-changing business idea that got thousands of young Egyptian women from middle-to-lower income class FREEDOM from the harassment they faced on the streets through bikes.

The name "Dosy" itself is a powerful call to action, meaning 'push and move forward.' It reflects the brand's core mission to empower women to take control of their mobility in a society where seeing women on motorcycles is a rarity.

We extended an invitation to young women to break this stereotype by learning to ride bikes. Whether heading to work or pursuing their education, Dosy Bikes provided them with an unconventional but effective transportation solution.

Women, who once felt restricted by the challenges of public transportation and the threats of street harassment, now had a viable, empowering alternative to reclaim their right to the city.

We targeted middle-to-low-income women in Cairo and Alexandria, who often bear the financial burden of their households. With 37% of Egyptian households relying on women as primary earners and economic pressures heightened by currency devaluation, the pressure has never been greater.

With 86% of women facing harassment on public transportation, the streets became zones of fear rather than freedom, and they had no choice to choose their safety.

This wasn't merely an infringement on these women’s’ safety- but a barrier to their freedom, limiting their choices and their ability to fully realize who they can be.

It was crucial to transform these fearful streets into spaces where women feel empowered and free to reach their full potential.

Our key message was focused on empowering women to reclaim freedom and autonomy in their cities.

Strategic distribution of assets like user-generated content and celebrity endorsements generated buzz and secured earned media coverage.

We invited Egyptian women to learn how to drive bikes to work or studies, in a country where it’s uncommon for women to be spotted on motorcycles.

And FREEDOM was at the heart of it all though a simple online platform.

EDUCATE

The online platform connected those who needed support, with female trainers to help them learn, with a variety of lessons ranging from $18 dollars to 112 dollars, making it not only convenient, but affordable too.

These participants contributed user-generated content, sharing testimonials that garnered organic celebrity endorsements, securing notable earned media coverage.

EQUIP

The platform provided access to partner companies where they could rent or buy a bike with cost-effective and affordable schemes to dissolve accessibility barriers.

EMPOWER

We even revealed new professional pathways. Women were supported to earn additional income through taking on jobs as bike trainers to other women which kept the empowerment cycle going.

Over 16,000 young Egyptian women have participated in our initiative.

The feedback has been overwhelmingly positive, with a 98% positive sentiment rating.

We reached 73% of the Egyptian population, sparking significant interest and dialogue.

Our efforts garnered unprecedented local and global media coverage, generating $2.9 million in earned media value with $0 media budget.

User-generated content led to a 500% increase in media and social mentions for Dosy, the parent company, in 2023 vs. 2022, providing Dosy Bikes with free social ads.

Notably, we received organic endorsements and participation from celebrities and from male influencers, who supported the cause by creating online bike tutorials for women.

Our project earned awards and significant funding, highlighted by recognitions such as the “We Empower” UN SDG Global Challenge 2023, The Halcyon Intensive MENA 2023, and acknowledgment by UN Women & the Canadian Embassy in Cairo in 2023.