This isn’t a typical campaign involving stunts or activations.

This is a case about the strategy behind the creation of Dosy Bikes. We built new business and marketing model and platform, with a fledgling social entrepreneurship business.

This new transformative social enterprise, embracing the principles of sharing economy, has already given thousands of young Egyptian women from middle-to-lower income class freedom from the harassment they faced on the streets on their way to work or studies.

All through something you wouldn’t see a lot of women in Egypt do. Something affordable. Something easy to learn too.

BIKES.

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.

In a bustling population of nearly 100 million, the streets of Egypt are perpetually crowded, with public transportation serving as a primary mode of mobility for many middle-to-lower-income young Egyptian women. However, our research uncovered disheartening statistics: a staggering 99.3% of mid-to-lower income women in Egypt have endured some form of sexual harassment in public spaces, including on public transportation.

Compounded by the economic challenges and income disparity in Egypt, the prospect of affording cars remains out of reach for many women. Consequently, navigating the streets and using public transportation has become a daunting task, fraught with fear and anxiety.

Recognizing this gap, we identified the urgent need for a tangible solution—one that empowers these women to reclaim their freedom and autonomy while alleviating the fear that plagues their daily lives on the streets.

In a challenging economy, staying at home to be safe, and not going to university to finish their education or not going to work to earn a livelihood is not an option for young Egyptian women.

Truth was, Egyptian women remain caught in a relentless everyday dilemma – compromise on their safety on streets or compromise their education and livelihood.

We realized that street harassment isn't just a safety issue—it's a barrier to women's freedom and potential.

We then recognised the pressing need to introduce an alternative mode of transportation that transforms the streets from symbols of fear to symbols of freedom, empowering women to fully realize their potential.

BIKES.

Something you wouldn’t see a lot of women do, something that would be affordable to them, and something that would be easy to learn too.

A VEHICLE TO FREEDOM, NAVIGATING THE STREETS WITHOUT THE CONSTANT SHADOW OF FEAR OF HARASSMENT.

Recognizing that for young Egyptian women, public transportation and navigating the streets have become fraught with fear and anxiety due to the high incidence of harassment,

We introduced 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" served as a powerful call to action, symbolizing 'push and move forward.' It reflected the our mission to empower women to take control of their mobility in a society where female motorcycle riders are uncommon.

We invited young women to defy stereotypes by learning to ride bikes, offering them an unconventional yet effective transportation solution for work or education.

With Dosy Bikes, women previously restricted by public transportation challenges and street harassment now had an empowering alternative to reclaim their freedom in the city.

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.

The work challenged traditional transportation norms and stood out from competitors by addressing a critical issue that directly impacted the lives of young Egyptian women: street harassment.

While competitors may have focused solely on providing transportation solutions, Dosy Bikes differentiated itself by tackling the pervasive problem of harassment faced by its target demographic. By offering bikes as an alternative mode of transportation, Dosy Bikes challenged societal norms and stereotypes surrounding women's mobility in Egypt.

Dosy Bikes positioned itself as more than just a transportation provider for women—it became a symbol of empowerment and a catalyst for social change.