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Veils of Pride

Veils of Pride


About this Initiative

Following UAE's commemoration of the intrinsic role women play in the nation's overall progress and stability, Tathqeef Health Treatment Undertakings Services with creative agency Grey Dubai launched the ‘Veils Of Pride’ project, to mark Emirati Women's Day.

Using a cultural symbol that is widely misinterpreted in the world today, the veil became a medium through which to tell the stories of extraordinary Arab women and their achievements. The age-old art of Arabic calligraphy was used as a design device, lending a powerful voice to every 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.

The campaign was rated amongst the Top 10 print campaigns of 2016 by Campaign Middle East. It spoke not only to veiled women, but also to those who had only seen the veil as a sign of oppression. Web searches for Tathqeef increased by 13% over the campaign duration. All channels were directed to where people were able to watch the full interviews and also generate their own personalized veil of pride. As an organization founded by an Emirati woman to support Arab women around the world, the creative idea could not have been more well-suited.