Olfa Arfaoui is a Technical Expert in the Regional Program for the Economic Integration of Women in the MENA Region for the German Development Corporation (GIZ). In her role, she is responsible for coordinating media campaigns to raise awareness on women's roles in the economy and society at large. The most recent campaign engaged NGOs from different fields as well as government organizations and was shared widely across Tunisia and the MENA region. Olfa also ensures implementation of the various aspects of the program, and works on a gender diversity program for women working in the private sector in Tunisia. Prior to her current position she served as both a research consultant and program assistant at GIZ and did some remote consulting for a U.S. based tourism firm. Olfa is passionate about empowering women, especially young women, to be financially independent and has done mentoring with craft makers on how to improve their products, increase revenues, and market their products.
What originally motivated you to become involved with initiatives on empowering women, particularly in the MENA region?
Just after the revolution, of 14th January 2011 in Tunisia with the Arab Spring, I made the decision to contribute to the new democratic Tunisia and to participate in this change. I want to do something for my country. The [Regional Program for the Economic Integration of the German Development Corporation], originally in four countries, Egypt, Jordan, Morocco, and Tunisia. I’m currently working from the Tunisian office.
As the Technical Expert for the Economic Integration of Women in the MENA Region, I understand that you are responsible for organizing media campaigns that raise awareness of women’s roles in the economy and society of the region. Please tell me about some of your current initiatives.
I’m managing a media campaign that now raises awareness on the national level, with the name Ana Hunna, which means I Am Here (in Tunisian Arabic). It’s an initiative based on films. We’ve produced nine films about women and work in the region, with four fictions and four documentaries. For Tunisia, we produced two fictions and one documentary. It’s about a two-year long media campaign, working with production, filmmakers, producers, to have this new spin [on films]. Usually people don’t make films about women and work. We try to promote a new mindset that contributes to change. We screen these films all over the country. We’ve had more than 100 screenings with more than 6,000 participants in four countries. The idea behind screening films about women and work is to create discussion about women’s economic situation in Tunisia and the general region.
How do you see the role of information and communication technologies facilitating gender equality in the region?
The idea of the films is a creative one. We saw the power of the image and of information. We target many people on many levels, women, we don’t have a specific target group. Even youth are very interested in these issues and once they’ve seen these movies, they have things to say. They have their say about women’s economic situation, about the economic situation of both men and women, and they want to find solutions that make the situation better.
What do you believe is the biggest challenge towards achieving gender equality in the region?
This is a very important question. I believe the biggest challenge for women is to be more confident in themselves. Even though women have the capacity to do something, they may lack the confidence that allows them to move forward. It’s also about breaking stereotypes and perception. The contribution of women is really important to the economy. If we have equal opportunities between both women and men, then economies will grow. It’s about lack of women’s participation. They need to be more confident in themselves.
I understand that gender inequality is deeply ingrained in societies of the MENA region. Can you explain how this social norm has challenged your mission to empower women in the region?
Women in the MENA region face cultural barriers. Societies in the MENA region are patriarchal. Women want to be able to really participate in the public sphere, but there are these cultural barriers. This is a very important issue because we are facing it right now. We know to tackle this issue and promote discussion with men and women. There are places that are secure to women. Some women can work without any challenges or problems that can harm their security. Still, we have to talk about it and raise more awareness about it. Social norms, it’s different from one country to another. Everyone knows the Saudi Arabia situation where women are just now allowed to drive a car, but have to get approval from the husband or father. So, still, there is some difference between Arab countries across the region.
Gender inequality has discouraged women from engaging extensively in the economy. What kind of gains do you see for the economy as a whole from women becoming more involved in the private sector?
We can see that female graduation rates in Tunisia, for example, is 60%, but only 25.8% female work force participation, so there is a gap. We need them in the work force. If women participate more, businesses will grow. Studies show that women are more keen on good communication and interact more with people. Gender diversity, if we have a work force mixed with a lot of skills, then it is more creative, more productive, better performing.
One of the failures of multilateral organizations in addressing gender inequality is that they fail to realize how gender inequality permeates all aspects of life, such as family, education, political participation, and others, not just economic. Only addressing this issue in the realm of the economy cannot sustainably shift the country towards greater equality. How do you feel your media campaigns address this deficiency on the ground?
Every film speaks about specific issues of women and work. When you screen films, the discussions are really open, and people come with their own perceptions. When they discuss, they figure out they may have the wrong idea about certain issues. People think, in Tunisia, for example, that female economic participation is very high and that is not the case. People are wondering why we have these ideas about women. The open and public discussion makes people more aware about the real economic situation for women and the real challenges they face. The interesting thing about this campaign is that people, after the screening events, realize the reality.
If someone wanted to start a local initiative on women’s empowerment, anywhere in the world, what would you recommend be their first steps?
It’s really simple, it’s just to know the reality of women’s economic situation in the country. It’s about understanding the status quo and seeing the specific needs of women and what challenges they’re facing. The first step is to start with awareness, to make people aware of the situation, that something is wrong with the status quo, and that we have to make some changes to make it better. To prepare them for change. People cannot change without preparation, you know.
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Interview with Olfa Arfaoui, German Development Corporation
March 10, 2015
Olfa Arfaoui is a Technical Expert in the Regional Program for the Economic Integration of Women in the MENA Region for the German Development Corporation (GIZ). In her role, she is responsible for coordinating media campaigns to raise awareness on women's roles in the economy and society at large. The most recent campaign engaged NGOs from different fields as well as government organizations and was shared widely across Tunisia and the MENA region. Olfa also ensures implementation of the various aspects of the program, and works on a gender diversity program for women working in the private sector in Tunisia. Prior to her current position she served as both a research consultant and program assistant at GIZ and did some remote consulting for a U.S. based tourism firm. Olfa is passionate about empowering women, especially young women, to be financially independent and has done mentoring with craft makers on how to improve their products, increase revenues, and market their products.
What originally motivated you to become involved with initiatives on empowering women, particularly in the MENA region?
Just after the revolution, of 14th January 2011 in Tunisia with the Arab Spring, I made the decision to contribute to the new democratic Tunisia and to participate in this change. I want to do something for my country. The [Regional Program for the Economic Integration of the German Development Corporation], originally in four countries, Egypt, Jordan, Morocco, and Tunisia. I’m currently working from the Tunisian office.
As the Technical Expert for the Economic Integration of Women in the MENA Region, I understand that you are responsible for organizing media campaigns that raise awareness of women’s roles in the economy and society of the region. Please tell me about some of your current initiatives.
I’m managing a media campaign that now raises awareness on the national level, with the name Ana Hunna, which means I Am Here (in Tunisian Arabic). It’s an initiative based on films. We’ve produced nine films about women and work in the region, with four fictions and four documentaries. For Tunisia, we produced two fictions and one documentary. It’s about a two-year long media campaign, working with production, filmmakers, producers, to have this new spin [on films]. Usually people don’t make films about women and work. We try to promote a new mindset that contributes to change. We screen these films all over the country. We’ve had more than 100 screenings with more than 6,000 participants in four countries. The idea behind screening films about women and work is to create discussion about women’s economic situation in Tunisia and the general region.
How do you see the role of information and communication technologies facilitating gender equality in the region?
The idea of the films is a creative one. We saw the power of the image and of information. We target many people on many levels, women, we don’t have a specific target group. Even youth are very interested in these issues and once they’ve seen these movies, they have things to say. They have their say about women’s economic situation, about the economic situation of both men and women, and they want to find solutions that make the situation better.
What do you believe is the biggest challenge towards achieving gender equality in the region?
This is a very important question. I believe the biggest challenge for women is to be more confident in themselves. Even though women have the capacity to do something, they may lack the confidence that allows them to move forward. It’s also about breaking stereotypes and perception. The contribution of women is really important to the economy. If we have equal opportunities between both women and men, then economies will grow. It’s about lack of women’s participation. They need to be more confident in themselves.
I understand that gender inequality is deeply ingrained in societies of the MENA region. Can you explain how this social norm has challenged your mission to empower women in the region?
Women in the MENA region face cultural barriers. Societies in the MENA region are patriarchal. Women want to be able to really participate in the public sphere, but there are these cultural barriers. This is a very important issue because we are facing it right now. We know to tackle this issue and promote discussion with men and women. There are places that are secure to women. Some women can work without any challenges or problems that can harm their security. Still, we have to talk about it and raise more awareness about it. Social norms, it’s different from one country to another. Everyone knows the Saudi Arabia situation where women are just now allowed to drive a car, but have to get approval from the husband or father. So, still, there is some difference between Arab countries across the region.
Gender inequality has discouraged women from engaging extensively in the economy. What kind of gains do you see for the economy as a whole from women becoming more involved in the private sector?
We can see that female graduation rates in Tunisia, for example, is 60%, but only 25.8% female work force participation, so there is a gap. We need them in the work force. If women participate more, businesses will grow. Studies show that women are more keen on good communication and interact more with people. Gender diversity, if we have a work force mixed with a lot of skills, then it is more creative, more productive, better performing.
One of the failures of multilateral organizations in addressing gender inequality is that they fail to realize how gender inequality permeates all aspects of life, such as family, education, political participation, and others, not just economic. Only addressing this issue in the realm of the economy cannot sustainably shift the country towards greater equality. How do you feel your media campaigns address this deficiency on the ground?
Every film speaks about specific issues of women and work. When you screen films, the discussions are really open, and people come with their own perceptions. When they discuss, they figure out they may have the wrong idea about certain issues. People think, in Tunisia, for example, that female economic participation is very high and that is not the case. People are wondering why we have these ideas about women. The open and public discussion makes people more aware about the real economic situation for women and the real challenges they face. The interesting thing about this campaign is that people, after the screening events, realize the reality.
If someone wanted to start a local initiative on women’s empowerment, anywhere in the world, what would you recommend be their first steps?
It’s really simple, it’s just to know the reality of women’s economic situation in the country. It’s about understanding the status quo and seeing the specific needs of women and what challenges they’re facing. The first step is to start with awareness, to make people aware of the situation, that something is wrong with the status quo, and that we have to make some changes to make it better. To prepare them for change. People cannot change without preparation, you know.
