Social Media message for Muslim women

A reader sent me this video. He says…

Social marketing that has been widely circulated in the middle east in the last week

Possibly over-scripted by western standards and not really as brave as it looks, as it really only reflects change that is already happening

But perhaps a surprise for those who don’t live in the region



The video looks like a positive step in the right direction for Muslim women from the Middle East but will it drive change? Personally I don’t believe that hash tags or feel good social media campaigns have any real power.They make people feel good and create an illusion that change is happening.

I was curious as to the origin of the #GirlsCan campaign so I googled it. Which Middle Eastern country do you think it originated from?

The campaign  appears to have started in America and not by a feminist group, but by a capitalist cosmetic company to help them sell cosmetics. Apparently female empowerment is the latest weapon in their advertising arsenal.

I hate ads with a passion…

Ads are bright, flashy, corny, and … feminist? Perhaps feminist isn’t quite the right word for the recent slew of ads targeted at the female demographic. The biggest word being thrown around is empowerment, with the requisite accompanying hashtags of #ShineStrong, #LikeAGirl, and #GirlsCan. Female empowerment is now being used to sell everything from shampoo to cell phones.

…As Shonda Rhimes astutely pointed out, a hashtag is far from a movement, it’s not activism, it doesn’t change anything. It’s good that Pantene has brought awareness to the problem of over-apologizing. As far as marketing gimmicks goes, it’s a pretty good one. But at least for a cynic like me, it seems to be just that—a gimmick and nothing more.

If Pantene female empowerment façade seemed thin, than that of CoverGirl is simply a piece of Saran wrap. The “inspirational” video features celebrities/CoverGirls like Ellen DeGeneres, Sofia Vergera, Queen Latifah, Pink, and Katy Perry saying “Girls can.” That sentiment naturally evolved into #Girlscan. At least for me, the  ad was so cheesy, corny, and over all gimmick-y as to be painful. I didn’t buy into the “woman empowerment,” I just saw a makeup company trying to sell me mascara.

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