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Following the recent terror attacks in Europe, Africa and the Middle East, intolerance directed at the Muslim community is higher than ever. While social media has the potential to do great good, it also often amplifies the vitriol, making these voices the loudest heard. Through social media, some disturbed individuals employ divisive rhetoric and hate speech to cast Islam and the Muslim community worldwide in a negative light. In response, South Africa–based ad agency NATIVE VML partnered with People Against Suffering Oppression and Poverty (PASSOP)—a South African non-profit advocating for equality, justice and human rights for all—to start a campaign that confronts the rising tide of Islamophobia. Portraits of Muslim women wearing a traditional Islamic hijab, fashioned after the flag of their home country, created the powerful campaign imagery. The portraits, featuring Muslim women of different nationalities, were used in outdoor, print and a global social media campaign. The overwhelmingly positive response proves that people are proud to support such unifying images. Join the conversation with #IAmMuslim.

nativevml.com

passop.co.za

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