Jordan Times
Thursday, March 4, 2004
Arab media leaders launch regional campaign in Amman
By Alia Shukri Hamzeh
AMMAN — Her Majesty Queen Rania on Wednesday said the onus was on the Arab media to translate into reality a campaign aimed at changing cultural misconceptions against women and ensuring greater integration in society.
“Women are an integral part in the process of development and growth we seek to achieve. No modern civil society, based on justice and equal opportunities, can be built without respect and dedication to the role of women,” the Queen said, before a large audience of local and Arab officials, media representatives and activists.
She told attendants at the official launch of a regional media campaign — entitled “Together for a Better Future” and aimed at improving the status of women and changing negative mindsets — that it was time to seize the day and unite efforts in order to cross into the future and make Arab societies whole through the participation of women.
“Your initiative is historical in essence, ambitious in its end target and pressing in the cause it works for,” said the Queen, explaining that the media's role was crucial in developing people's awareness of women's issues.
“Make the future bright for all of us, men and women,” she added.
The campaign, which started to run simultaneously throughout the Arab world as of March 3, includes four media advertisements and public service announcements.
One of the TV ads, unveiled during the official launch, shows men and women walking side by side in a public street. A question is posed to the public asking if they believed their life was complete. The ad zeros in on a man and a woman, but the spectator can only see half of each. In seconds, both appear whole. The end message, as one organiser put it, is that women complement society. According to Roy Haddad, head of the Saudi-Lebanese firm TMI that produced the ads, the campaign targets all sectors of society including the young, rather than just women as a separate entity. It attempts to explain to the younger generation that the only difference between men and women is “biological,” while both have equal rights, Haddad said.
Lebanese MP and Arab Women's Summit Executive Committee Member Bahiya Hariri said open debate over major issues of concern to women would pave the way for greater female participation and ultimately change the mindsets of regional decision makers.
“Once women assume a larger role in society and become part of the decision making process, stereotyping will cease to exist,” she told journalists.
However, Syrian MP and secretary of her country's parliament, Inaam Abbas, said the success of the campaign largely depends on women themselves. “We have to move with the times and push for change,” she said, adding that it was necessary for women to liberate their minds and impose themselves in appropriate positions to be able to portray their demands and aspirations.
The media campaign, which surfaced during meetings between Queen Rania and media officials last September, is an outcome of the Arab Women's Summit's strategy — charted last year — to help develop women's status in the region.
Two days of brainstorming in September by Arab media leaders focused upon the impact a fresh and comprehensive media campaign could have to effect change. Media principals were in consensus over the need to incorporate new and attention-grabbing strategies into programmes and articles, to help change prevalent cultural mindsets regarding women generally.
International reports and studies indicate that women remain largely marginalised in Arab political systems and are broadly discriminated against, both by law and custom. Illiteracy, unemployment and the high rate of disease and death amongst women, as well as social behaviour patterns that regard women as second-class citizens are considered major hindrances to women's emancipation in society.
The campaign's media advisory council members indicated during a press conference following the launch, that also in the pipelines are special TV programmes aimed at tackling major obstacles facing women in Arab society and developing people's awareness of such obstacles.
Lalya Wahbeh, head of programming at the Beirut-based Future TV, told journalists during the conference that the station was working on producing 400 hours of special programmes dealing with women's issues for the upcoming year. Another 300-hour programme that indirectly touches on women issues is also in the making. “We are trying to implant the notion that women's issues should be considered 365 days a year and not only on special occasions,” she said, showing five spots the satellite station independently worked on and started airing some of, since Feb. 1.
Two of the spots, one tackling the issue of violence against women and another on the importance of education for women, will be aired in the upcoming weeks.
Jordan Radio and Television Corporation Director Ayman Safadi, also announced similar programmes that seek to support education, full participation in public life, economic empowerment as well as tackle the issue of violence against women.
“We have to start countering real problems that face women in Arab societies on all political, economic and cultural levels,” Safadi said.
Arab Journalists Union Secretary General Salahuddin Hafez and Higher Media Council Chairman Ibrahim Izzedine also addressed the conference, attended by HRH Princess Wijdan.
MP and Arab Women's Summit Executive Committee Member Bahieh Hariri, Arab Women's Organisations Director Wadouda Badran, UAE Women's Union Chairman Nourah Sweidi, Arab Women's Summit Executive Committee Chairman Roweida Maayta, as well as ambassadors, representatives from civil society organisations and excelling students also attended the launch.
Before Wednesday's launch, Queen Rania met members of the media advisory council and was briefed on ongoing progress leading up to the launch. The Queen underlined her appreciation to media institutions for their support of an integrated Arab campaign.