Ad agency launches campaign to free imprisoned Egyptian women through NFT sales


A United Arab Emirates (UAE) advertising agency and a non-governmental organization have launched a campaign to raise funds for imprisoned Egyptian women through the sale of non-fungible tokens (NFTs). The funds raised are already used to repay their debts, allowing incarcerated women to get out of prison.

Fundraising to free prisoners

UAE-based advertising agency Horizon FCB has launched a non-fungible token (NFT) campaign that aims to raise funds to free Egyptian women imprisoned for not repaying their debts. In this campaign, Horizon FCB has partnered with the non-governmental organization Children of Female Prisoners Association (CFPA).

According to a report by Unlock Media, imprisoned women were unable to repay relatively small loans taken out to pay for medicine, emergencies and other needs for their families, so they ended up in jail. The advertising agency’s managing director, Reham Mufleh, explained the reason for Horizon FCB’s decision to help. Moufleh said:

We created and launched a human initiative, Breakchains with Blockchain, inspired by the reasons for their imprisonment, we created in collaboration with artists around the world, the NFTs. Each is designed to tell a woman’s story, the story of why she was convicted. Each NFT is priced at the amount it will cost to free them from their pain and give them a second chance at life.

As the report explains, each year more than 10,000 Egyptian women are sent to prison. Their only crime, according to the report, is not repaying their loans. Horizon FCB CEO Mazen Jawad said it was the heartbreaking stories of imprisoned women and the plight of their families that prompted the advertising agency to launch the campaign.

In addition to fundraising, Horizon FCB and its partner CFPA are also using the novelty of NFTs to raise awareness of the plight of imprisoned women and their families. On March 21, during the launch of the campaign, three Egyptian mothers were reunited with their families after paying off their debts with funds raised from the sale of NFT.

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Terence Zimwara

Terence Zimwara is an award-winning journalist, author and writer in Zimbabwe. He has written extensively on the economic problems of some African countries as well as how digital currencies can provide Africans with an escape route.

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