Snap Inc. and the Unstereotype Alliance, a thought and action platform that seeks to eradicate harmful stereotypes in media and advertising content, have announced a collaboration to celebrate Emirati women. As part of this collaboration, on the seventh annual Emirati Women’s Day observed on August 28 every year, Snap will introduce a dedicated Snapchat lens that showcases the unlimited capabilities of women in the UAE.
Through Snapchat’s selfie mode, Snapchatters who open the app on the day will be able to choose from an array of ‘filter' options and don a career look of their choice. Inspired by this year’s theme, “Inspiring Reality...Sustainable Future”, the lens signifies empowering women to choose and excel in careers of their choice - be it, teachers, astronauts or pilots. The interactive lens is supported by the Unstereotype Alliance and is a powerful reminder of Emirati women's immense potential to achieve their dreams and ambitions. The lens also aims to encourage women to continue contributing to the nation's prosperity and bright future, as well as focus on developing their potential and talent.
Rasha El Ghoussaini, Head of Industry – Luxury, Auto, Tech and Travel at Snap Inc. said, "Emirati women contribute to the UAE's talent pool and work hard to realize the nation's goals. Their drive and steadfast commitment have given them the opportunity to succeed, defy the odds, and pave the way in various fields. As we roll out the lens, we honor and congratulate all Emirati women for contributing to our nation's growth as they inspire the new generation.”
Dr Mouza Al Shehhi, Director, UN Women Liaison Office for the GCC said "Media and advertising has a huge influence on creating and countering gender stereotyping. Its portrayal of women and girls contributes to shaping cultural norms and expectations of gender roles in society, and therefore either supporting the exclusion of women from meaningful participation in public and business life or their full inclusion. The Unstereotype Alliance UAE National Chapter is delighted to support Snap in its efforts to advance more progressive portrayals of gender in content and media and highlighting the true potential and impact of women."
Emirati Women’s Day is an annual celebration dedicated to empowering women, promoting gender equality and recognizing the many achievements of the nation’s women.
The new Emirati Women’s Day lens can be activated by following the steps below:
- Click on this link and scan the QR code
- You can now access the lens which will appear in your Snapchat
- Tap on the screen to choose the profession you prefer
- Share the lens with your friends and family
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About Snap Inc.
Snap Inc. is a camera company. We believe that reinventing the camera represents our greatest opportunity to improve the way people live and communicate. We contribute to human progress by empowering people to express themselves, live in the moment, learn about the world, and have fun together. For more information, visit snap.com.
About the Unstereotype Alliance
The Unstereotype Alliance seeks to eradicate harmful stereotypes from advertising and media to help create a more equal world. Convened by UN Women, the Alliance collectively acts to empower people in all their diversity by using advertising as a force for good to drive positive change all over the world.
