DUBAI: The company behind Snapchat, Snap Inc., is partnering Unstereotype Alliance — a platform that seeks to eradicate harmful stereotypes in media and advertising — to celebrate Emirati women.
Dr. Mouza Al-Shehhi, director of the UN Women Liaison Office for the Gulf Cooperation Council, 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.”
She added: “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.”
As part of the collaboration, Snap will introduce a dedicated Snapchat lens that aims to showcase the capabilities of women in the UAE on Emirati Women’s Day, which falls on Sunday.
The theme of this year’s event is “Inspiring Reality … Sustainable Future,” and with this in mind, the lens will allow women to choose from a range of career looks, including teacher, astronaut and pilot.
Rasha El-Ghoussaini, head of industry — luxury, auto, tech and travel at Snap, 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.”
The new Emirati Women’s Day lens can be activated by scanning the QR code here.