Solutions for Women’s Issues in “Coiffeur Ashwaq”
Cairo, 29 May 2008
The sitcom Series “Coiffeur Ashwaq” comes on top of the advertisement campaign launched by Media Arts for Development “MADEV”, within the framework of a project called “Capture Life”, 32% co-funded by the Delegation of the European Commission in Egypt, that tackles many social issues through TV comedies.
“Coiffeur Ashwaq” enlightens the viewers on various issues pertaining to women and their rights in the form of a short sitcom series, directed by Refaat Azmi; Arascope Company, executive producers; Michael Helmi, technical producer; and Badr Tayseer, decorations.
The main events of the sitcom evolve inside a hairdresser’s shop owned by “Ashwaq”, played by “Mimi Gamal” who, through her work in this shop, communicates with different social categories resulting in comic struggles and situations.
The series is written by a team of scriptwriters and editors: Mohamed Ismail, Sherif Badr Edeen, Hesham Helal, Waleed Khairi, Joy Fahmi, Manal El Motei, and Rami Rizkallah. Cast: Mohamed Abu Dawood, Olfat Amer, Hossam Dagher, Ayman Mansour, Nermeen Za’zaa. Guests of Honour: Enaam Salousa, Hassan Moustafa, Alaa Morsi, in addition to an elite of actors and actresses. The sitcom series will contain fifteen 20 minutes' long episodes, and address various problems like early marriage, freedom of choosing the life partner, family violence, divorce cases, and other issues. Currently, there are negotiations to broadcast the series in different satellite and national channels in Arab countries. It is worth mentioning that “MADEV” is considering completing the episodes with another part composed of fifteen episodes for the next season.
“MADEV”, within the framework of “Capture Life Project”, will establish a website: “www.settatonchat.com” for enlightening women of their problems in order to attain a positive change in the society. Visitors of this website can communicate with different active associations tackling women’s issues in Egypt, and rendering various services and social projects aiming for developing and empowering women.
“MADEV” is also preparing educational kits to train NGOs, using media as a tool for raising gender awareness.
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