Following up on Metel Ma Shelta, meet Lama Shehadeh, one of the three designers behind this brilliant campaign which has now made the local news.
If you have been hibernating in some faraway cave or accidentally slipped in a coma for the past few days, allow me to assist you and get you up to speed. To learn more about the campaign, how it came to life, what is to be expected and get to know Lama's two best friends and Metel Ma Shelta co-creators, jump to Cleaning Up Our Streets... And Minds.
And now finally, introducing Lama Shehadeh, a graphic design student also minoring in business administration at the American University of Beirut. Growing up, she was immersed in the world of visual arts and from an early age she knew she would become a designer one day.
Lama Shehadeh
"I come from a family that has an insight on arts. Both my parents are architects and my mom draws with coal and chalk."
What drove you to study graphic design?
I just had it in me ever since I was 6. Whenever I had a group project I wanted to be the one who's responsible for the design part. I took a personality test when I was 15 and since then I knew that I was meant to become a graphic designer.
Where do you get inspired for your projects?
Basically it's design books. I usually flip through and random things that are happening with design can sometimes inspire me to create something new.
What is your most inspired project? Why do you consider it to be your favorite?
I think it is a book jacket I did for the story "Alice in Wonderland". I created the illusion of hole inside the book. I had to cut every page, it was like a stack of 70 sheets. I also had to come up with techniques to make it look deeper. I put a lot of effort and thought to it.
What areas of design interest you the most? Print? Multimedia? Etc. and why?
I lean more towards print (Corporate Identity and Publication). Print is so precious to me. I enjoy doing it, thinking about it, and applying it. What smells better than a book? A book that you got to design yourself.
What in your opinions are your best qualities as a designer?
I would like to think it is originality and the ability to respond well to criticism.
Your worst?
Not enough patience.
If you hadn't been a designer, what profession would you have chosen?
Architecture.
If you were stranded on a desert island with only one item, what would it be?
My phone.
What design softwares you cannot possibly survive without?
Adobe Illustrator.
Are you a MAC or a PC and why?
MAC it's really practical.
If you were a font, which would you be and why? Helvetica Neue. It's elegant and clear. It also comes with a variety of weights (light, ultra light, bold…)
Outside of design and visual arts, what are your hobbies?
Swimming and traveling.
You are one of the creators behind the Metel Ma Shelta campaign. Why do you feel it is important for you, as a designer, to use your professional skills for social work?
Sometimes we might all have the urge to change and tackle certain social issues. As designers we learn to come up with original ideas that draw attention. It also teaches us the right way to communicate with our audience in order to achieve maximum effectiveness.
Metel Ma Shelta has allowed you to meet your audience up close and personal. How does it feel having your work touch your audience directly and be part of this direct interaction? Do you enjoy it or do you prefer the creative side of your work, when it is just you and your computer?
Of course I'd prefer the interaction especially when it comes to awareness campaigns because the whole point is to affect your audience.
How do you think this campaign changed you as a designer? Did all the exposure you got affect the way you plan to pursue your career? Did you learn new skills and qualities about yourself which you would like to focus on?
This campaign gave me a huge responsibility as a designer. Now that we've set certain goals in this campaign we can not stop here. This has inspired me to pursue this type of campaigns throughout my career instead of being purely corporate. Of course now that it is more interactive I would have to focus more on social skills.
Where do you see yourself in 10 years?
I would want to open my own design studio. Hopefully I would've launched by then (or be a part of) a campaign that works on achieving women's rights in Lebanon and the Arab World.
Social, environmental, political, you name it; there have been campaigns of any form and shape, all over the place these past few years.
Some popular, some less. Some effective, some not as much. Others, unfortunately and despite the best of intentions, got twisted and turned into jokes. Very popular ones. But jokes nonetheless as Brofessional Review rightfully noted, such as the whole "Shu we2fet 3layeh" campaign by Bank Med(here, here and here) parodied so many times (here is one of those times) or even "Cheyef 7alak". These are only two of so many issues tackled in the media to raise awareness on various subjects including driving and road safety, women's rights, children's rights, racism and even tourism with the now notorious "Don't Vote For Me, Vote For Jeita Grotto" tag line.
In any case, the purpose of this post is not to assess these awareness campaigns, but just to note that successful or not, these were led by organized activists, NGOs, private companies, or even the government.
But I have to say, I have not seen any campaign launched by unknown, independent students go viral as quickly as Metel Ma Shelta (متل ما شلتا)!
Please, understand, it was not the work of a university department, a club or even a class project. It was this idea that three young people started, and which unravelled into a nation-wide phenomenon! Well, nation-wide on social media so far.
But Metel Ma Shelta (متل ما شلتا) could take the whole country, if not the whole Arab world by storm. At least this is what Mohamed Olaymi, Nadine Razzouk and Lama Shehadeh hope for.
These three best friends are the brains behind Metel Ma Shelta (متل ما شلتا). We had a little chat with Mohamed and Nadine as they let us in on everything, and a tad more.
It all starts in Beirut, where these students study and live.
Meet Mohamed Olaymi, a third year graphic design student at the American University of Beirut. Born and raised in Riyadh, this Syrian national then moved to Lebanon to pursue his education at the AUB. Originally from a "business oriented family" as he says, he considers himself to be the "odd artist in this equation", however clarifying his family is "very supportive" of what he does and remains his "biggest fans".
His best friend and classmate at AUB is Nadine Razzouk. This middle child has "no history of artists or designers in the family" either, and just like Mohamed, somehow, she ended up studying graphic design at one of the most prominent universities in the region.
So how did they come up with this unusual campaign?
"As we were strolling along the streets of Hamra we have encountered people littering. This came as a shock to us, in a beautiful country such as Lebanon that is considered to be the citadel of modernism in the Middle East, to still encounter such mess" explains Mohamed. "We perceive that as a horrific crime and our objective is to spread awareness throughout Lebanon and to initiate a law that prohibits people from littering. We're hoping the government can take a serious look at this problem and design a solution for it" he adds.
"Our main objective is for people to think twice before littering again" continues Nadine; "on the long term, our campaign's goal is for a law to be implemented to fine people who litter".
Needless to say, these young activists are strong-minded and very determined to see their campaign succeed.
Their plan was simple: They "didn't want to print papers and stick them all over the streets because we knew people have become immune to this type of campaigning" explains Mohamed, "nor did we want to distribute flyers which will eventually be trashed. We wanted to bring something new to the table, something no one can turn his head away from. It hit us like a lightning bolt, MONEY!".
Both agree that interactive campaigns which engage their audience directly in an active form are more effective. "We wanted to raise awareness about littering but we wanted our campaign to be different in the sense that it tackles the lebanese citizen on a microlevel. The person is interacting with our campaign so we are hoping it triggers something in each one of us" notes Nadine.
Mohamed proceeds to clarify how Metel Ma Shelta (متل ما شلتا) goes that extra mile: "Distributing phony money on the street was the perfect solution. It requires the target to bend down, pick it up, flip it, and read it. All this probably takes 30 seconds. Most awareness campaigns lose their audience after 5 seconds, we're being able to captivate them for approximately 30 seconds which is an achievement on its own!"
The concept is quite simple really; a fake 10,000 Lebanese Pounds bill with a note on the back: "Just like you picked up this money, you can pick up garbage on the street".
But fake money costs real money and it came as no surprise that Mohamed, Nadine and Lama were financing and executing this project themselves, with the help of their families.
Apparently, it was all worth it since faculty and peers at AUB, as well as relatives "were all ecstatic to hear we were doing something this genuine" reveals Mohamed.
"After we had printed our first 100 copies, we wanted to ask our peers and friends and of course our teachers about it so we tried it in our department at AUB and it caught everyone's attention. Everyone has been so supportive! We are truly thankful because if it weren't for their excitement we probably wouldn't have gotten this much attention" continues Nadine.
The campaign went viral in a matter of days, and the three friends are still "in a state of shock". They did not expect such a massive reaction from the public and of course, they are hoping to keep the momentum going until a law is drafted. "We hope that with the help of the media we can get our politicians to finally implement this law against littering" says Nadine.
Their enthusiasm is utterly contagious and they plan to tackle other issues close to their hearts once this one comes to term.
So what is next?
Beirut was the first city targeted simply because it is where they live and spend most of their time but these tenacious designers have already reached Tripoli, Bhamdoun and Kaslik, and they hope to cover the entire Lebanese territory soon. Mohamed even plans to cross the border and export this campaign to Syria as well.
Usually when a movement becomes that popular among students, it catches on quickly in other countries and when asked if they had plans to collaborate with students abroad and expand the campaign's outreach, both were open to the idea.
So can we expect money-rain to pour on all Arab streets soon? Who knows.
In the meantime, "it's raining cash over Beirut City" laughs Mohamed. "Most of the reactions were extremely positive and encouraging. A few critics have exclaimed that we are littering by distributing flyers on the floor.
We respond: We have created a campaign that is attractive enough to be surely picked off the floor. We're not worried about that at all! We never find our flyers on the floor, they're picked up seconds after we distribute them. Some decide to throw them in the trash. Many decide to keep them and distribute them in another street, and a few place them back on the ground for someone else to stumble upon them. We're currently putting a video together that sums up the different reactions we have encountered. So stay tuned for that".
"Some other critics said 'we're not obliged to remove the trash off the street, we should promote not throwing it in the first place'. Our reply is that not only do we mean to literally pick up the trash, but also symbolically. We ask people to obliterate the trash through spreading awareness".
Nadine goes on to explain that they "have studied the campaign and know that it is strong enough for it to not be ignored so the flyers are not staying on the floor".
So who are these young creators, really?
We took them on a one-on-one interview, just to pick their brains a little.
Mohamed
"We are three witty designers eagerly trying to change the world making it a better place. This is our responsibility as the future generation".
Mohamed Olaymi
What drove you to study graphic design?
I always had a passion towards arts, I'm a painter myself, and I realized graphic design integrates so many forms of art that I intended to explore. I also wanted to master the art of visual expression.
Do you have any mentors (professors or others) and did they influence you in any way when you came up with this campaign?
Of course, almost every teacher has put us one step closer to this campaign. I would like to add that in AUB a course is given, "design in the community", as part of the graphic design program in order to teach students how to create awareness campaigns. So every little angle of our campaign is actually planned thoroughly and not coincidentally.
Who is your favorite designer or visual artist? Andy Warhol.
Where do you get inspired for your projects?
We were actually inspired by the streets of Hamra.
If you hadn't been a designer, what profession would you have chosen?
Painter.
If you were stranded on a desert island with only one item, what would it be?
My phone.
What design softwares you cannot possibly survive without?
Adobe Photoshop.
Are you a MAC or a PC?
MAC, it understands my language.
Outside of design and visual arts, what are your hobbies?
Singing along to every song played on the radio.
So you do realize you guys are becoming more and more famous now. Where do you see yourself in 10 years?
In 10 years I'm hoping to be an established designer that changes the world. And of course, Hollywood. (laughs)
"We are full of life, happy and want to make a difference. And most of all we are best friends".
Nadine Razzouk
What drove you to study graphic design?
I was actually a psychology student but i didn't find myself there. i wanted something where i could interact with people and not just on a personal level.
Do you have any mentors (professors or others) and did they influence you in any way when you came up with this campaign?
Our teachers were so supportive, and if it weren't for their constructive feedback throughout this campaign and our courses we wouldn't have made this much of an impact.
Who is your favorite designer or visual artist? Man Ray.
Where do you get inspired for your projects?
I usually go to bookstores on Saturdays and just lurk there and flip through books.
If you hadn't been a designer, what profession would you have chosen?
I would probably be a psychologist.
If you were stranded on a desert island with only one item, what would it be?
My laptop.
What design softwares you cannot possibly survive without?
Adobe Illustrator.
Are you a MAC or a PC?
MAC, it's so much practical.
Outside of design and visual arts, what are your hobbies?
Traveling and hula hooping.
So you do realize you guys are becoming more and more famous now. Where do you see yourself in 10 years?
I see myself as the next Oprah Winfrey of Graphic design!
Oh, and yes, we know. Today is Friday the 13th. If you are going to spend the day Tweeting and Facebooking about the Horror and Fear that this day brings; just remember, for some women, every day isFear Day.
Nasawiya is calling on all citizens to take the streets this Saturday January 14, 2012 and appeal for the reform of Lebanese Rape Laws, and Marital Rape Laws in particular.
The meeting point will be the Ministry of Interior in Beirut (near Sanayeh Park). The March will start at 12:00 PM all the way to the Parliament Building in Nejmeh Square.
It would not be the first time responsible citizens, activists and Human Rights supporters mobilize for change in Lebanon.
Some commenters on Facebook have hinted that such protests have proven to be useless in the past and do not lead to practical reforms. That may be true at this point in time. The government may keep turning a deaf ear to our demands. And it is probably what those in power want. Keep ignoring us until we get tired of ever asking for anything.
However, it is no excuse to just sit idly and wait. Wait for what? For whom? If we do not take charge and try to instigate change in some way, who will?
By sitting on the sidelines, we would be effectively saying "that is not an important issue and we do not care" and more tragically, we would be in actuality revoking any right we have to object or even nag about that matter now or in the future.
Taking a stand is the first step towards actual actions and change.
If enough people can clearly demonstrate their demands, then it will be much harder for any authority to ignore those demands. And by extension, to remain a legitimate authority. Those in power, whom we have elected, have a duty to listen to what we say and to implement the will of the majority.
And we must grab any opportunity, such as January 14 to show them we are indeed a majority.
Women Rights are sometimes misunderstood as solely a feminist fight, instigated for and by women. That could not be farther from the truth. Feminist groups may sometimes be the leading forces behind such protests but they are not the only ones concerned with such issues. And feminism is not solely reserved for women either.
Women Rights, just like Children Rights, Migrants Rights and any other basic Human Rights concern mankind as a whole.
They are rights, but also duties, for all, equally.
That is why responsible Lebanese men must also join this cause.
Our culture has been favoring an image of masculinity which is based on the subjugation of women. It is (mis)understood that men can only express their virility and manhood by overpowering women.
That is of course a cruel myth and real men can and must stand against violence in all its forms and express and even empower their selves through respect which is not the same as fear.
Men who do not care to take a stand against rape may not be rapists, may not even be violent, but they would be silently (and even though indirectly) condoning sexual violence. It is as simple as that.
Instead, the entire population should initiate a new culture, one that is built on equality and respect.
A culture that teaches our young daughters, our sisters, our mothers even, that they are entitled to freedom and most importantly safety. Intellectual, spiritual and physical freedom and safety.
We should educate them to understand that violence in any form is unacceptable, ever, and that there could never be any valid reason to defend or excuse abuse. That silence is violence. And that each and every one of us has the duty to fight for these values.
A woman is not the private property of her father, brother, husband or son. Just like a man is no one else's property.
Freedom and safety. To be. For all.
Old stereotypes that facilitate and even encourage violence must be broken.
Violence, sexual or otherwise, can happen to anyone and both men and woman can be victims of abuse.
And because most offenders are men, they must play an even bigger role in breaking such stereotypes and vicious cycles both by actively taking part in the education of those around them but also by getting involved in political and social protests to defend what is right.
They must not only agree to never commit such violence but also never accept, condone or stay silent about it either. And of course, it is their responsibility to show, prove and challenge other men to recognize that power is not a result of oppression and fear.
As a woman, as the mother of a one-year old daughter, as the mother-to-be of a son who will join us in a few months, I cannot but be concerned.
My daughter cannot ever think it is OK for a woman to be inferior and submissive to a man. My son cannot ever think it is OK to subjugate or overpower women.
They must learn they are both equal under my roof. And under the law. Provided this law is indeed equal to both of them. That is all I can ask for. Pride and honor for all my children.
So it is not only for us we are taking a stand. It is for the generations to come. So that one day, they do not end up looking at us in shame, asking why and how we let this happen.
In a nutshell, by joining the March on Saturday, you will be participating in building a small but significant part for a unified, fair nation.
More details can be found on Nasawiya and Facebook's page for the protest.
As I lingered on Facebook, Twitter and the blogosphere last night, the scene of a Turkish soap appeared on the TV screen a few meters away from me. A little boy and a woman are in a corridor of what seems to be a school. I was not paying real attention but I noticed the woman crying as she walked away from the boy. The music was cheesy, the acting nauseating and the whole scene hardly mediocre. Then I heard the boy's little Syrian-dubbed* voice which makes the acting look even worse (if that is possible) cry "Mama, don't leave me Mama". But the mother left anyway, abandoning her son standing there in what we understood to be an orphanage (or something like that).
And I burst into tears. It could have been the worst drama for television ever and yet, I cried. This third trimester is making me even more hormonal than usual it seems. I keep crying for nothing. And everything.
* Turkish drama series are currently very popular in the Arab world. The Arabic versions are dubbed in Syria, in modern Syrian dialect and accent.
Things have not been easy these past couple of years. From loosing pregnancies to loosing loved ones, most of whom were way too young to leave, I must say no new year celebration was about to make me perky any more.
It feels like we are just counting the days now. And praying the last tragedy remains exactly that: the last.
Back in college, when I used to feel blue, I would sit on one of the benches facing the nursery in our campus. Children will always warm hearts. They can make you feel good instantly. They can halt time for a little while and turn everything brighter.
Mia has that magical power too. And I am so grateful for her.
But what do you do when pain is so excruciating, it becomes immune, even to the purest magic there is?
I recently learnt a dear friend of mine lost her husband some time in December 2010. It was around the holidays and I had just given birth. Living in different countries did not make it easy keeping in touch at such chaotic times and I am ashamed to say I only heard about her affliction a few weeks ago in the cruelest of accidents. I was greeting her and her family on the holidays, and asked her to pass my sincere regards to her husband.
She would not speak. She simply could not. I had to find out from her sister. And I could not bring myself to ask for details because I knew she was due to give birth around that same time in 2010 and it is very possible her daughter never met her dad. I will probably know soon enough. I am not sure I want to. Not that it would change anything in that little girl's life anyway.
Tragic would be an understatement to describe what happened to this family.
The few words this woman speaks, her silences, everything about her is heartbreaking. She cannot find any meaning in the midst of all this absurdity. She cannot find a reason for her senseless existence. Even though she has three beautiful children, God Bless them. Whom she loves more than life itself. And yet, even a year later, these wonderful blessings cannot begin to fill the void in her heart and her life. She is empty. Simply.
How can she cope?
How can she bring herself to live?
Grieving.
Living.
Nothing makes sense.
And nothing matters, really.
Life is nothing but that fragile tease that we all get stuck with without our consent and which is taken away from us in that same selfish way.
I was always certain the hardest challenge in life was to be able to adjust to the people around us. It turns out, it is even harder to adjust to those who are not there.
And so these days, I have been remembering loved ones. Beautiful souls who departed before their time. Touching lives brought to an end abruptly. Cruelly.
And so these days, I have been crying a little.
So this one is for you... Jeddo, Teta, Sayoudeh, Ziad, Saadeh, Hussam, Fadi, Ghassan, Yasser, Naddouza, Wassim and all the others we were forced to say goodbye to throughout the years.
This one is also for those left behind. Us. Our pain. A friend of mine wrote a beautifully dolorous tribute to her late mother a few days ago. I would like to share it with you here because these days, I feel a little like her. Isn't it ironic how all human beings are equal in suffering?
They say the holidays are the toughest and most depressing times in a year. Apparently it is when sadness manages to take over the most.
It will pass.
Everything passes, eventually.
Still hoping for a wonderful 2012 and wishing everyone good health and love in abundance!
