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 referring 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

Women and Girls were the anchor of the campaign and all the presented challenges/solutions/components are based around the concept of changing the model of the Egyptian society (individuals and groups) towards women in Egypt. Taa Marbouta Campaign addresses not only women, but the community as a whole, and seeks to alter how society views women’s roles, while also handling subjects like sexual harassment in an effort to empower women not to be afraid to take actions against anyone abusing them. The campaign portrays women in many situations facing daily challenges in Egypt, and it shows them breaking through the barriers and standing up for themselves, in spite of being born into struggles/inequality that are against them. It shows an understanding of women's experiences and how they're systematically oppressed through institutionalised sexual discrimination.

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.