ItsHerWay, a female entrepreneur empowerment platform in the MENA region, has partnered with Saatchi & Saatchi Dubai to introduce Rewrite the Gap, an initiative that aims to empower mothers who have taken a break from their careers to raise a family.
At the heart of the initiative is an AI-powered platform that reframes career gaps as opportunities for creative expression, personal growth, and authorship.
The platform is specifically designed to guide mothers through a personalised book-writing process, asking thoughtful questions that help reframe their experiences of motherhood and caregiving as a source of empowerment.
This was lead by the insight from a recent PwC study which found that 44 per cent of women in MENA have stepped away from the workforce to prioritise family and caregiving responsibilities. Yet nearly half of these women face job rejections due to this time away.
“Every mother’s experience is singular, emotional, and deeply human,” said Armin Jamula, Founder of ItsHerWay.com. “Rewrite the Gap honours that by turning career gaps into a living narrative — one that showcases how invaluable motherhood is. Not only at home, but also in the eyes of the world and other mothers.”
Rewrite the Gap aims to enable mothers to showcase their creativity and growth with a published book, in an effort to enhance their chances of re-entering the workforce. By engaging in projects like authorship, mothers are given the opportunity to demonstrate to potential employers a commitment to ongoing personal and professional development — while also showing their dedication to family.
“Rewrite the Gap celebrates the richness of motherhood and the significance of an inspiring story,” said Sebastien Boutebel, Chief Creative Officer at Saatchi & Saatchi Dubai. “We believe every mother has a story worth telling — and now, she has the pen. The campaign also reflects Saatchi & Saatchi’s ethos of valuing the depth of life experiences and celebrating them in the workplace.”
Instead of starting with a blank page, Rewrite the Gap begins with what matters most — their own story. By transforming these personal journeys into published books, the platform not only empowers women but also introduces AI-powered self-publishing to a market that is still discovering this innovative space.
