While girls around the world lose self-confidence at puberty, the above statistic proved that puberty is more life-changing in the Arab than elsewhere. Further research showed that the 1st period is a drastic change. She’s suddenly forbidden to play with her male cousins/neighbors, certain games become off limits and she’s treated like “a woman” by her family.

She gets the idea there are things she should vs. shouldn’t do.

The lack of confidence starts here. Subconsciously, these limitations transform into larger limitations, and big career dreams she once had start fading away.

We created a social experiment whose purpose was to raise awareness about women (post puberty) subconsciously letting go of their dreams. All this in the aim of 1) getting women to realize that with confidence they can still make a change and 2) get little girls to learn from the women’s mistakes.

The film launched during an intimate event in Dubai with the presence of influential Arab achievers.

The film pairs women versus girls asking them to remove items they don’t consider needed in a woman’s life. When a curtain is raised, we realize that the girls have kept all items while the women kept only items related to household chores and traditionally feminine professions. This moment and ensuing conversation made women realize they let go of their dreams due to lack of confidence and societal pressure.

Running for over a month, the campaign gained momentum. The social experiment premiered to selected influencers; becoming our primary supporters even after the campaign ended. The film caught fire opening discussions across all social platforms in the region; generating traffic to the film on YouTube. While the Facebook platform pushed content to many people and creating supportive conversation from women (and men).

• Purchase intent increased by 6%. Although not part of our objectives.

• 11.7 million Unique views which is 70% of our target (reach objective was 50% of women in Egypt, Lebanon and Saudi Arabia aged between 15 and 35).

• 47% Organic views; Exceeded industry standards by 480%

• 166,943,033 social impressions which is more than 100% of our target. This is because influencers appropriated the cause as if it were their own.

• 96% positive sentiment. This is the most gratifying result! Due to patriarchal society, taboo brand, sensitive topic, the expectation was that we’d have to fight on social media. Not only did we get limited negative comments, but girls took it upon themselves to boldly answer men that criticized the campaign.