Abu Benti

On Arab Women’s Day, TBWA\RAAD partnered with Max Fashion to launch “Abu Benti” (Father of my daughter). In the Arab world, fathers are nicknamed after their eldest sons, whether they have sons or daughters, due to the traditional belief that having a son is a blessing. Sons carry the family’s name and most of the inheritance. They also support their families financially and provide security. This has marginalized the role of daughters. Arab fathers are therefore known as “Abu Waleed”, “Abu Tarek”, etc. To challenge this conventional thinking and emphasize the major role of women in driving their societies forward, we invited fathers to empower their daughters and honor their names by changing their nicknames to “Abu Nada”, “Abu Layal”,…