#SeeBeyondTheHijab
Client: Proctor & Gamble RejoiceAgency: VIRTUE
Production: Naomi Seow, Sari Trisulo, SEEDS Motion Indonesia
Creative: Suds Pasumarty, Dini Lestari
Duration: 90s, 16:9
Release Date: August 2021
The EmojiMe campaign, which was launched by VIRTUE and P&G Rejoice, who have created an Emoji pack that showcases hijabis’ colourful personalities and emotions.
They have launched a change.org petition calling for Unicode Consortium – which maintains the global standard for emoji – to include their set of hijabi emoji in their next update. The campaign's hashtag – #SeeBeyondTheHijab – underlines the fact that better visibility and representation can lead to better understanding.
"A single step in the right direction can get the world to #SeeBeyondTheHijab, and foster inclusivity and tolerance towards the global Muslim community," the creators point out.Given that 92% of people globally use emoji to communicate, it's no exaggeration to call this update a really important step forward.
The sole current hijabi emoji was introduced by the Unicode Consortium in 2017 following a campaign by Rayouf Alhumedhi.
#SeeBeyondTheHijab has been listed as an honoree by The Webby Awards 2022 in the Best Cause-Related Campaign category.
I led end-to-end production, inclusive of animation and VO recording over a span of three weeks.
Involvement: Lead Production, Project Management