GENDER, SOCIETY & CULTURE
The western media’s narrative of feminism and women empowerment, does position itself as incompatible with Islam and the Arab world. And with Islamophobia rising in the Western world, Western media does not fairly showcase the progress by women in the Middle East; instead, exploiting the cultural and religious prejudices that people and governments are using to victimize Arab women.So, when Mashrou’ Leila wanted to promote their new album, we picked up an unreleased song, tweaked its lyrics to take on the prejudice in Western media, added that song to the album and then released a provocative music video. Earlier, no one would’ve imagined a music video showing Arab women, in their traditional and religious garbs, dancing. But, Mashrou’ Leila made one happen, creating the ultimate conversation driver.
Agency – FP7/BEY
CREATIVITY NATIONSBEYONDCLICHES SAUDI ARABIA FP7/BEY FREEDOM GENDER EQUALITY LOVEANDLOBBY