The first Saudi Arabia domestic violence ad marks some significant – but albeit slow – progress for a country regarded as one of the worst places in the world to be a woman.
According to the World Economic Forum’s 2012 Global Gender Gap report, Saudi Arabia ranks 131 out of 135 countries for gender parity and opportunities for women. While local feminist and women’s organisations continue to fight for representation and protection from the Saudi government, attempts to shift ingrained customs have been slow.
But the launch of its first domestic violence campaign, “No More Abuse” is seeing Saudi Arabia take gradual steps to upturn the culture that subdues women under the guardianship of their male family members.
The campaign is sponsored by the not-for-profit King Khalid Foundation, and intends to raise awareness for women and children about the resources available to protect them against violence in their homes.
One in every six women is abused verbally, physically or emotionally every day in Saudi Arabia, and 90% of the abusers are usually husbands or fathers, according to Saudi columnist Samar Fatany.
In images released on the campaign’s website, the ad depicts a woman clad in a burqa, revealing a black eye, along with campaign slogan: “Some things can’t be covered”.
The website says it will provide “legal protection for women and children in Saudi Arabia” and offers the statement: “The phenomenon of battered women in Saudi Arabia is much greater than is apparent on the surface. It is a phenomenon found in the dark. We want to achieve justice for all women and children exposed to abuse in all parts of the Kingdom.”