Girls and Women in The new Zain Campaign – a Letter by Diala Khasawnih

I think Zain is sexist brad, after their new logo the “Zain Wella BiZain ” ( here is a Photo by Moey ..) to clarify things ( click to see full size)

I received this by email, and i guess in some sort she got a good point , i really wanna know the genius behind the Ad campaign ,

—– Original Message —–

From: Diala

To: antoine.aboukhalil@bh.zain.com

Cc: info@zain.com ; hussein.ashkanani@kw.zain.com ; Andrew.bone@hillandknowlton.com ; zakaria.mohammed@kw.zain.com

Sent: Monday, September 17, 2007 11:21 AM

Subject: Zain Campaign

Dear Mr. Barrak,

Dear Zain,

Since your campaign arrived to our landscapes and our visual surroundings in Amman, we have often referred to it. We say, it is large, it is expensive, it is widespread and it is sexist. Do you know what sexism is? It is when your images portray women only as creatures that do not leave the side of their mirror. According to Zain CEO, Mr. Al-Barrak in his welcome message, “That brand is Zain. It will be the Group’s master corporate brand, resounding to our corporate heartbeat… fresh, bold, and energetic. ” However this fresh “heartbeat” must be male only. Women, according to Zain, only care to wear perfume and jewelery while spending their days looking at themselves in a mirror. How is this campaign “bold” if your campaign does not go beyond the portrayal of women at their most stereotype image? How is this campaign “energetic” if these women, your campaign presents, can only look as far as their reflection in a mirror?

Do you know the women who use your services? As Mr Al- Barrak said in reference to Zain “growing from modest beginnings in Kuwait to a team of more than 13,000 employees serving over 32 million customers in seven Middle Eastern and 14 sub-Saharan African countries.” How many women are there in these numbers? 5000 employees and 10 million customers, offering them just a third of your enterprise although they probably are at least 50%? Did you include, consider or think of the thousands of young women who are studying, the thousands of career women, the thousands of doctors and artists and mothers and factory workers and media operators, the thousands of managers and CEO’s and directors and founders of their own businesses?

“The Zain brand and its new theme – A Wonderful World – capture the energy, inspiration and diversity of the Group’s customers, employees and other stakeholders.” What energy, inspiration and DIVERSITY are captured in the images of women in your campaign that cannot dream, or wish, or want, or need anything beyond their superficial perfume or mirror?

Dear Zain,

Congratulations for a campaign that has forced itself into our conversation and thought. This might be your target and aim, however, I see your campaign (your campaign portrays you) as narrow scoped, superficial and demeaning to women. Need I point to you that when you are demeaning to women, you place yourself in a position both demeaning to your community and to yourself.

Please do not hesitate to communicate with any of the highly qualified persons, men and women in any of the 7 Middle Eastern countries and 14 sub-Saharan African countries , who can assist you and advice you in how to be a company that represents, along with commercial success, social awareness and cultural sensitivity.

I suggest you forward this to your advertising consultants and agencies.

Sincerely,

Diala Khasawnih

Amman, Jordan