AXEER MEDIA PRODUCTION COMPANY RAISES AWARENESS ON SOCIAL AND DEVELOPMENT ISSUES IN THE MENA REGION.
AXEER is a creative media production company based in Cairo, Egypt, which focuses on developing and producing value-based audiovisual content that highlights social issues. The company collaborated with several UN agencies and international organizations such as UN Women, IOM, UNICEF, ICRC, GIZ, the National Council for Women among others.
AXEER Studio's video productions tackle issues such as gender equality, gender-based violence, prevention of sexual harrasment, irregular migration, bullying and other hardships children and youth face in their daily life.
As part of UN Women’s campaign against violence against women and sexual harassment, AXEER Studio produced "Meen El Sabab" music video featuring the singers Zap Tharwat & Menna Hussein. The video tells the story of a woman who takes a painful commute and on her way she is subjected to harassment, while the majority of the bystanders decide to stay silent. The video depicts a part of the daily struggle Egyptian women face in their communities.
Another issue that was tackled by is bullying.
AXEER and UNICEF launched the first Egyptian campaign that addresses this issue. The campaign intends to urge parents, children and caregivers to speak up against bullying, whether in educational or non-educational settings and to also seek help from professionals in order to handle matters with the least harm on the child’s wellbeing.
The video(s) behind this campaign gives a glimpse of what a child could experience at school. It highlights the fact that when the teacher, the colleagues and the parents understand the seriousness of the situation, and the kid being able to name what he's suffering from as "bullying", not as just a hard joke, this aids in both the child's physical and mental wellbeing.
Another significant project of AXEER is the music video "Fares", produced under the supervision of the National Coordination Committee for Combating and Preventing Illegal Migration and Trafficking in Persons, with the support of IOM Egypt and UNICEF. The video tells the story of two friends; Fares & Nabil, who have been childhood friends, but as they grew older, Fares faces immense difficulties at making a living. Thus he decides to irregularly immigrate through sea, however drowns on his journey. The purpose of the music video is to show the hardships Egyptian youth face in their daily life, the life-threatening consequences of irregular immigration and effect of their absence on their families and friends.
AXEER continues its collaboration with several UN agencies, NGOs and other clients to tackle critical social issues to change the way people in the MENA region perceive media, by filling the blank pages with stories that are going to be heard and remembered because they believe media can change the world.