National Council for Women – #SerQuwatek Campaign

The National Council for Women (NCW) is Egypt’s national body for advancing women’s rights and empowerment, working with women across every governorate on economic, social and cultural participation. The goal of the #SerQuwatek (“The Secret of Your Strength”) campaign was to inspire Egyptian women by telling real stories of women who built something of their own, in their own voices. We produced a series of short documentary portrait films, each following one woman at her workplace: an applied arts student painting Nubian houses in Aswan, the founder of ZAGH Gallery, a graphic designer, a lawyer who founded the El Bargola puppet troupe, the head of the Businesswomen Committee at the Egyptian Chambers of Commerce in Alexandria, the director of the Hemaya foundation, an international fashion designer and the founder of Art Café. Each film combines a sit-down interview with observational b-roll of their work, Arabic lower thirds and the campaign’s animated opener, and closes on a portrait of the woman holding the campaign mark, so the whole series follows one consistent #SerQuwatek visual identity.