The Letter Taa Marbouta ? Was redesigned to resemble a letter that is free rather than a letter that is chained by integrating the profile of a woman within the letter creating a reflection of each woman within the letter,

the design was inspired by the original shape of the letter which was called "the tied T" so instead of making it look like a tied T the letter was face lifted refring the knot that tied the T and changing into a bow at the top a profile of a free lady

this letter was launched in a 360 campaign.

The letter was printed in plexi and distributed across the nation in various events and that created the buzz of millions of women and men holding the letter in their profile pictures

It was tangible and inspiring millions of women to believe in their strength

The “Taa Marbouta” campaign includes various target audience groups at a number of social and economic levels. It dealt with them as main/active participants not just passive recipients. Through this campaign, we meant to reach different target audience groups with tailored messages and techniques that fits each group and effectively touches on the relevant social norms and core values of each group. The “Taa Marbouta” campaign adopted a one brand to gender issues based on a general core principle which addresses women rights with a holistic approach as the campaign tackles several challenges and proposes a number of solutions and models. Taa Marbouta calls to help women realize and unleash the strength within, to come out and claim that their power lies within their femininity in a country where it’s a burden to live in as a woman..

60 million social media organic reach

490,000 women reached on ground

5.4 million EGP earned media

Legislation change per the code 242 amended in 2016 recurring aggressive repercussion for FGM

An amendment to law was passed banning women circumcision in Egypt with a 3 year prison penalty.

Reconized by Head of State President Abdel Fattah El Sisi who annouced 2017 to be official the Year of Women Empowerment

The “Taa Marbouta” campaign includes various target audience groups at a number of social and economic levels. It dealt with them as main/active participants not just passive recipients. Through this campaign, we meant to reach different target audience groups with tailored messages and techniques that fits each group and effectively touches on the relevant social norms and core values of each group. The “Taa Marbouta” campaign adopted a one brand to gender issues based on a general core principle which addresses women rights with a holistic approach as the campaign tackles several challenges and proposes a number of solutions and models. Taa Marbouta calls to help women realize and unleash the strength within, to come out and claim that their power lies within their femininity in a country where it’s a burden to live in as a woman..

The situation: Women in Egypt are considered the weaker sex and are always being labeled negatively. They are subjected to violence and harassment at work, at home and even in the streets. Additionally they are underpowered in their political, social and economic rights.

Brief: Change the perception about women in Egypt by the society so that they can be accepted as Equal members of it. Decrease in the incidents of violence and harassment against women in Egypt.

Objective: Empower women to stand up for their rights as well as educate them about their rights and role within the society as well as altering the behavior of the society to accept women as equal members within the system.