Women’s Body Image Awareness Campaign - Howa
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
Committee Member 1
Committee Member 2
Committee Member 3
Institutional Review Board (IRB) Approval
Not necessary for this item
Sameh, Moshira, "Women’s Body Image Awareness Campaign - Howa" (2018). Capstone and Graduation Projects. 45.
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.