Salama cracks domestic violence on its head!

Could Salama have done what Abaad and Kafa have tried to do for a long time but kind of failed? (see here) - what Salama did was flip the scenario on its tail. Instead of the woman going "oh poor me my husband is violent" she actually goes the opposite way and is proud of her marital life. "Marriage is one long never-ending honeymoon" - and then she starts defending him that he is stressed which is why he swears at her, but "look at what he offered me four months ago" (as she points to her earring). Then eventually we build up to masterstroke of leading line "العنف المنزلي عادة مش عادي" (domestic violence is a habit not something normal - since the "3adi" is pronounced the same in Arabic). See the beautiful ad here.

Abaad - for once gets the message (almost) right

Well, I spoke previously how associations that struggle for women's defense were at the verge of over-exposure (see here). For a long time these associations offered the same message with a slight variant. This time around Abaad gets the message (almost) right (will explain the almost below). The ad starts innocently with a woman saying that the prices of good are increasing astronomically. Suddenly, I was attracted to the ad. Then comes the punch "and the number of abuse victims is even more frightening" - the woman is then gently but decisively pulled by her male partner. What follows is a good ad about women's lack of safety anywhere from streets, to the house, to the bathroom. Now, here comes my small gripe, the whole campaign is lead by the #دايما_وقتها (it's always the right time, implicitly, for women's protection). But right before that tag there was a beautiful line that wrapped the ad "بالاولوية ما في افضلية" ("When it comes to priority, there is no priority" in the ad sadly translated as "when it comes to priority, there no one to be favored"). The ad can be seen here.

RDFL takes a page from the KAFA/Abaad playbook

RDFL, who did a brilliant ad post-elections, is sadly taking a somber page from the Kafa/Abaad playbook (namely the distressed bride on a black background). Yes, yes, I understand the idea but it has been used and overused and honestly, and am sad to say this, the level of shoulder-shrugging on women's issues has increased tremendously in a country where everything else takes precedent (specifically this year) without counting the danger of over-exposure I already mentioned before on the blog (here). Surely, the ad is timely, as it discusses laws which were being stipulated by the MPs, but honestly - at this stage - it just looks like "another women's law ad right in December" right at the door of a very troubled Christmas season riddled with poverty and unemployment.