Handwritten symbol

Veils of Pride

Challenging stereotypes to celebrate Arab women’s achievements

To mark Emirati Women’s Day, WPP’s Grey Dubai collaborated with Tathqeef, an organisation that promotes the continued education of Arab women, to launch the Veils Of Pride project.

Highlighting the achievements of female role models to inspire other women, it uses the veil as a medium through which to tell the stories of extraordinary Arab women.

Tathqeef wanted to challenge the misconceptions of this cultural symbol and inspire Arab women, allowing the world to see the power and ambition that lies behind the veil.

Working with artist and calligrapher Maher Housn, eight successful Arab women were interviewed and their most powerful quotes transformed into the artwork for the campaign. From the style of wearing their veil to the fluidity of the Arabic calligraphy, every veil became a unique portrait of their deepest ambitions and voice.

WPP 0718 Featured Veils of pride board

The stories of these successful women reveal their passions, ambitions and challenges in their careers as academics, doctors, TV presenters, businesswomen and photographers. The age-old art of Arabic calligraphy was used as a design device, lending a powerful voice to every veil and personalising their messages to young Emirati women to break down stereotypes.

Find out more on veilsofpride.com

published on

22 August 2018

Category

Communications

Related Topics

Inclusion & diversity

More in Communications

Graphic of oversized speechmark

Now is the time for brands to make up for lost time

Why just about everything needs to be pulled up by its roots, interrogated and tested for its inherent worth

Social media posts with #Quarantine #Coronavirus

Social media & COVID-19: digital crisis interaction among Gen Z and Millennials

A global study by Wunderman Thompson, The University of Melbourne and Pollfish, in collaboration with the World Health Organisation

Social media connections around the world graphic

The transformative power of social media

Delivering value from marketing transformation can be greatly accelerated through social media

Close message

Privacy Policy

We have updated our Privacy Notice for this website. Please review our Privacy Policy.

Go to Privacy Policy