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Max Fashion and TBWA\RAAD create Abu Benti on Arab Women’s Day

February the 1st marked Arab Women’s Day. To commemorate this occasion and empower Arab women, TBWA\RAAD created the campaign titled “Abu Benti (Father of my daughter)” for Max Fashion.

In the Arab world, fathers are nicknamed after their eldest son’s name only, whether they have sons or daughters, due to the traditional belief that having a son is a blessing. Sons carry the family’s name and most of the inheritance. They also support their families financially and provide security. This has always given sons the upper hand and marginalized the role of daughters. Arab fathers are therefore known as “Abu Waleed”, “Abu Tarek”, “Abu Fares”.

Max Fashion found in Arab Women’s Day the perfect opportunity to challenge this conventional thinking and emphasize the major role of women in driving their societies forward, inviting fathers to join the Abu Benti initiative, empower their daughters and honour their names by changing their nicknames to “Abu Nada”, “Abu Yusra”, “Abu Layal”, “Abu…”.