Title

Women’s Body Image Awareness Campaign - Howa

Student Status

Undergraduate

Abstract

Almost everyone now is exposed to media, especially foreign one. The new generations are affected and objectified by the international ideal and standards of “beauty” and “perfect body”. Looking up to these foreign media icons, women started developing the habit of unrealistic comparisons, concerns, and insecurities about their body image as a result of their negative perception of the self-worth. Howa is an awareness campaign that aims to redefine what it means to have a “perfect body” and redefines the way women see and define themselves and their self-worth in a genuine way that encourages individuality and self acceptance. Howa is the Arabic pronoun referring to a male, which gives the audience the idea that it is a campaign about a man. The video features women vaguely stating negative and positive phrases that “Howa” does for them, which then, after watching the video, turns out that they were referring to their body as the “Howa”. The Video emphasizes how intimate the bodies are and how they act like a literal partner and that women should accept it with all its positives and negatives just like they do with their life partners. The project helps women look at their bodies not as an ornament, but rather as a vehicle to their dreams to reach happiness and satisfaction. The campaign also includes pamphlets with 20 ways for girls to love their bodies, as well as bookmarks with different tips, and finally stickers for mirrors and laptops

Department

Arts Department

First Advisor

Bahia Shehab

Second Advisor

Ghalia ElSrakbi

Third Advisor

Haytham Nawar

Committee Member 1

Ahmed Ellaithy

Committee Member 2

Ahmad Saqfalhait

Committee Member 3

Ayman Ismail

Extent

p.4

Institutional Review Board (IRB) Approval

Not necessary for this item

Comments

This piece of art work is part of the "Interdisciplinarity and Design Third Graduating Class of Graphic Design Students The American University in Cairo – Spring 2018" catalog. Held at the AUC Sharjah Art Gallery on December 21st, 2018, the "ALT w Shidd" exhibition showcased bachelor projects by the third Graduating class of Graphic Design students. This year’s projects were divided into 5 panels according to their tackled themes. The panels included “Digital Design”, “Fashion Design”, “Publication Design”, “Advertising”, and “Retail and Branding”. A team of internal and external jury members were invited to each panel in order to provide ourstudents with critical feedback and evaluate the final outcome of their projects according to conducted research, applied methodologies, and undertaken creative design process. Jury members from within AUC included Ahmed Ellaithy (TTO -Technology Transfer Office) Ahmad Saqfalhait (GRDN), Ayman Ismail (Venture Lab), Brenda Segone (ARTV), Heba Safeyeldine (ARCH), Marwan Fayed (GRDN), May Hasebou (GRDN), Mahamad Khalil (GRDN), and Sherif Samy (GRDN). As for external jurors; they included Amira Aboulmagd (Al-Shorouk Publishing), Majd Elsherif (Matter Branding), Mohab Anis (Innovety), Nigel Fletcher-Jones (AUC Press), Sahar Zoghby (FP7), Samy Elias(Sahara Printing), Sawsan Mourad (El Beit Magazine), and Suzie Graiess (Association for the Protection of the Environment).

Rights

This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.

Publication Date

Fall 12-21-2018

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