‘Sout Afkari’ is a series of thought-provoking and value-oriented edutainment episodes, enjoying exclusive media support and currently airing on Al Rai TV and social media. Al Hamra Real Estate Company joined hands with the Ministry of State for Youth Affairs and Al Rai TV to launch such a distinctive and special program focusing on girl’s empowerment.
We had the utmost pleasure of discussing this modern concept with Abdullah Al Mansour, the Marketing and Public Relations Manager at Al Hamra Real Estate Company, who was delighted to be a part of a medium that challenges girls’ empowerment together with outstanding, inspiring and accomplished women in the country who have persisted to pave the way.
The subject of women’s rights and awareness is a topic of must discussion and debate in the region lately. Many advancements are being celebrated and it is important that every girl hears about it. Girls are often told to dream and believe that a lot can be achieved when you put your mind to it, however, the pressures and stigmas of society’s thoughts and expectations just happen to come in the way of those dreams. This program provides an unbiased quality platform, particularly for teenage girls to think outside the box and to know that they can achieve their goals without being afraid, in a safe and encouraging atmosphere, helping them through their adolescence.
The launch of the new community program, titled “Sout Afkari” has gained much traction. Can you please tell us more about it?
Sout Afkari is a one-of-a-kind girls’ empowerment program that touches upon crucial modern times’ issues pertaining to the Kuwaiti teen girls, ranging from beauty, identity, love, self-worth, talent, family relationships and career. It is a new format, never before seen in Kuwait that spans in 14 TV episodes, aired exclusively on Al Rai TV and social media. It is an open platform where accomplished Kuwaiti women, female role models, social media personalities and other female celebrities provide guidance, encourage critical thinking and promote a positive teen culture.
Why ‘Sout Afkari”?
Adolescence is a critical stage in one’s life journey and transformational in many aspects, leaving teens with challenging questions who remain conflicted with questions like – who they are and their place in the world. They also face tremendous social pressure to look, act and dress in a certain way. So, we wanted to create an edutainment experience, that is both fun and educational that resonates with young girls. Sout Afkari – ‘Find your Voice’ aims to guide them through this period, open up their minds to find their own voice, bolster their self-confidence and provide outstanding role models that they can look up to and get inspiration from.
This is a brand new concept. How were the episodes chosen?
This a program dedicated to young girls aged 10-18 years and it was crucial to us that we make it ‘really matter’ to them. We conducted focus group research to identify the issues that mattered most to them and brought together exceptional women from all walks of life that speak their language. The setting is informal and discussions are lighthearted to make it more appealing to them, but the messages we convey are very powerful.
What can we expect from each episode?
There will be 14 episodes around seven main themes: ‘Who are you?’ that addresses questions around self and identity; ‘What is beauty?’; ‘What is love?’; ‘What is Passion and Talent?’; ‘What is the role of women in the workplace?’; ‘What is power and success?’; and ‘How is your relationship with your mother and family?’.
Role models provide their thoughts from their own perspectives, sparking conversation among youth to form their own opinions that reflect their own unique personalities. There are many other surprises and behind the scenes shots and tremendous friendships that have been formed; so the episodes are positive, engaging and a breath of fresh air.
Who are the role models that are participating in this initiative?
We are incredibly proud to have brought together 29 exceptional women, including teenage social media influencers. Every episode will feature a number of role models that are most relevant to discuss that particular topic, sharing a wealth of experience.
They include: Dr. Khloud Al Najar, Areej Al Kharafi , Rahaf Al Enzi , Eng. Zainab Al Qurashi, Dr. Reem Dashti, Manayer Al Kandari, Sara Al Amer, Dr. Shaikha Al Jaseem, Asrar Al Ansari, Nawal Al Azaz, Dana Al Owaisi, Sondos Al Shaiji, May Al Najar, Sherefa Al Jaber, Rehab al Tawari, Reem Al Edian, Lobna Saif Abbas, Dalal Al Doub, Haya Al Omar, Razan Almarshad, Nouf Al Ali, Sherefa Al Sleti, Dana Mado, Rahaf Al Enzi , Aisha Al Abdullah, Khadija Al Haramy, Eng. Abrar Al Ebraheem, Dr. Reham Al Reshidi and Nourah Al Ajmi.
Who are your partners in this program?
Sout Afkari has been designed in partnership with Light Bug Media Production Company, an award winning media company led by Director Yaroub Bourahmah and support from the Ministry of State for Youth Affairs and Grand Cinemas, with Al Rai TV as our exclusive media partner.
Why is Al Hamra Real Estate Co. supporting this initiative?
We believe it is imperative that we, as a society, land a helping hand to future generations, encouraging their self-reflection, and generally guiding them through transitional stages of their lives, in the way that is the most appealing to them, through social media and female celebrities. This is ultimately about youth empowerment, core to our CSR Strategy themed ‘Youth Empowerment’, to ensure a stronger nation for generations to come.
Sout Afkari is also in line with Al Hamra’s recent commitment to UN Women’s Empowerment Principles (WEP), as one of the first companies in Kuwait to endorse the global pledge for gender equality and women empowerment.
How can we watch the episodes?
The 14 episodes are being broadcasted weekly every Saturday at 8:45 pm on Al Rai TV. The first episode, titled ‘You are beautiful’, kicked off on December 1st 2018; the series will span till March 2nd, 2019. The episodes will also be aired on Al Hamra Social Media Accounts and on ‘Sout Afkari’ dedicated YouTube channel. We look forward to everyone joining us in this initiative to trigger positive change in youth and build a brighter tomorrow.