It was my honor to lead this project with an amazing group of strong creative women and kick-ass clients.
It is a topic that resonates with us all, each having our own stories of harsh words burned into our memories.
It's time to break the cycle.
It is a topic that resonates with us all, each having our own stories of harsh words burned into our memories.
It's time to break the cycle.
"Mabrook Kbirti"
A phrase that means congrats you're a woman, that is still said to young Saudi girls until this day. The moment they go through puberty they're expected to turn from young girls into women. With this comes an incredible amount of pressure to look and act a certain way. This pressure comes mainly from family members, but that phrase really means, "you can't act or look like a kid anymore".
73% of Saudi girls suffer intense pressure to conform to beauty standards when they hit puberty, even from their innermost circles. For some, this involves changing their appearance, wearing makeup, and dieting. Everyone plays a role in helping to break down unrealistic beauty standards. It’s time to erase the harsh words and be a part of real change. Dove wanted to empower our girls to embrace womanhood with confidence and joy, so we developed a film to tackle the issue with grace, while not alienating the Saudi culture.
Working with a strong team of women, we created a beautiful and truthful film that gives girls a space to share all the negative words that they had been subjected to as soon as they hit puberty, with the ultimate goal of being the catalyst that helps those around them erase these harmful words.
