Dubai Foundation for Women & Children: Stop Tapping

Tahaab Rais

This case study shows how the Dubai Foundation for Women and Children (DFWAC), a non-profit shelter for victims of abuse, shined a light on domestic abuse in the UAE using Instagram stories' tap feature.

Campaign details

Brand: Dubai Foundation for Women & ChildrenBrand Owner: Dubai Foundation for Women & ChildrenLead Agency: FP7/DubaiContributing Agencies: Plan BCountry: United Arab EmiratesIndustries: Charities & voluntary organisationsMedia Channels: Mobile & apps, Online video, Public relations, Social media, Word of mouth, advocacyBudget: Up to 500k

Executive Summary

In Islam, physically abusing a woman is prohibited. And if even a tap hurts one's wife, it is not acceptable.

Yet, many men misuse phrases from religion as a justification for domestic violence; such as "If you want...

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