29/05/2026
The Women’s Advisory Committee of the National Youth Project for Arts, Culture, Media and Advertising
Reviews Its Strategic Vision in Its Inaugural Meeting PRM Consult
The Media Office of the National Youth Project for Arts, Culture, Media and Advertising announced the outcomes of the first preparatory meeting of the Women’s Advisory Committee. The meeting was held in the presence of a distinguished assembly of public figures, academic leaders, and members of both the House of Representatives and the Senate.
The Media Office further announced the accession of Senator Dr. Dalia El-Atrabi, Member of the Senate and Member of the Education Committee, to the Women’s Advisory Committee. In her statement, she commended the project’s role, significance, and anticipated impact. She also noted that the current phase will witness the announcement of additional members to the Committee in preparation for the upcoming stage.
The Women’s Advisory Committee comprises:
- Prof. Dr. Howayda Mostafa, Vice President of the State Information Service and former Dean of the Faculty of Mass Communication, Cairo University.
- Dr. Ghada Helmy, Professor of Law, Director of the Human Rights Studies Journal at the State Information Service, and President of the “Be a Human” Foundation.
- The following female members of the House of Representatives and the Senate, listed alphabetically:
MP Eng. Amani Abu El-Yazid, MP Reem El-Sawy, MP Sahar El-Sayed, MP Sherine Mostafa Mohamed, MP Fayza Saleh, MP Nevine Faris, MP Noha Abu El-Dahab, MP Hiam Abu Shakra, and MP Dr. Dalia El-Atrabi.
The inaugural meeting was convened to articulate the project’s strategic vision and to establish the general framework for its operational mechanisms in the forthcoming phase, in alignment with the Egyptian state’s vision for human development and the enhancement of national awareness. This convening forms part of ongoing coordination to reinforce the project’s role as an integrated national platform, building upon its previous achievements and aiming to broaden its societal impact.
I. Chairing of the Meeting – Dr. Ghada Helmy
Dr. Ghada Helmy chaired the session. She outlined its strategic framework, stating that the objective is to formulate a forward-looking vision that serves the national “Human Development” agenda and supports the project’s strategic orientation.
She affirmed that the accomplishments of the preceding phase constitute a solid foundation for institutionalizing national identity as the guiding compass for all project activities. She further emphasized that the recommendations presented by the female parliamentarians represent a strategic contribution that strengthens the project’s alignment with state institutions.
II. Foundational Vision
Mr. Mahmoud Hegag, Media Advisor, Author, and Founder and Executive Director of the Project, presented the strategic vision. He affirmed the pursuit of high-level presidential patronage to consolidate the project’s role as a cornerstone for awareness-building.
He stated that the project encompasses integrated executive portfolios:
- Arts and Culture Pillar: Promoting national identity, protecting intellectual property, and developing the creative content industry.
- Media and Advertising Pillar: Advancing the advertising industry and activating “developmental media” as a tool for awareness and economic growth in the sectors of industry and production.
The project seeks to transform arts, culture, media, and advertising from perceived entertainment channels into sustainable investment pathways that yield direct returns for both individuals and the state. This will be achieved by maximizing economic returns, converting youth energy and creativity into productive capital, and linking cultural, media, and advertising content to the actual labor market, thereby ensuring continuity, sustainability, and the realization of the state’s objectives for identity preservation and human development.
Investment and Qualification: Implementation of the “Market Value Enhancement” program to prepare youth for the labor market and convert their potential into soft power with tangible economic value.
III. Interventions and Recommendations of the Advisory Committee
Senator Reem El-Sawy:
Affirmed that soft power is a fundamental instrument for advancing international relations and shaping public perception, citing its positive role in strengthening Egyptian-Gulf relations. She emphasized the project’s strategic direction to convert youth energies in arts, culture, media, and advertising into sustainable economic value. She called for institutionalizing this approach to create “social income” for creators and recommended training youth in professional content production on digital platforms, particularly TikTok and Instagram, to ensure a balanced and investment-oriented digital ecosystem.
MP Eng. Amani Abu El-Yazid:
Highlighted her commitment to public service focused on social protection, women’s empowerment, and the inclusion of persons with disabilities. She proposed launching nationwide field initiatives under a unified project identity, coupled with free intensive training programs in content creation, labor market skills, and digital literacy. She stressed the importance of adopting short-form digital media and integrating persons with disabilities as active partners across all project components.
Senator Nevine Faris:
Noted that Egypt is a predominantly young nation, with youth constituting approximately 65% of the population, rendering the project a vital national asset. She called for expanding institutional partnerships to secure high-level support and recommended integrating arts and culture into comprehensive awareness programs to counter extremism and reinforce national belonging. She also advocated for prioritizing the inclusion of persons with disabilities.
Senator Sahar El-Sayed:
Described the current phase as a “defensive battle for Egyptian identity and heritage” against attempts at historical falsification. She urged the development of engaging, non-traditional training programs and stronger coordination with the Ministries of Tourism and Antiquities, Culture, and Media to produce unified national media content that safeguards Egyptian identity.
MP Fayza Saleh:
Stressed that rebuilding the Egyptian character and raising societal awareness are national priorities aligned with the President’s vision for human development. She noted that advertising has evolved into a key instrument for shaping public awareness and called for qualifying a new generation of professionals capable of responsible communication.
Statements from Advisory Committee Members
Prof. Dr. Howayda Mostafa:
Expressed pride in supporting this pioneering national project, which reflects the state’s confidence in youth and women as agents of change, and affirmed the Committee’s role in empowering the next generation.
Senator Dr. Dalia El-Atrabi:
Described the initiative as a model that merges youth dynamism with generational experience, prioritizing the national interest and national security, and opening new horizons while preserving Egyptian identity.
MP Hiam Abu Shakra:
Stated that the project represents an advanced approach to awareness-building and human development through the professional utilization of soft power tools, linking cultural and creative capacities to real economic outcomes.
MP Dr. Noha Abu El-Dahab:
Affirmed that supporting the project is a commitment to constructive national development, and that youth creativity in media, culture, and arts is the core of Egypt’s soft power.
MP Sherine Mostafa Mohamed:
Emphasized that advertising has become a primary tool for shaping public awareness, necessitating the preparation of a new generation of responsible media professionals.
Conclusion:
The Media Office of the Project affirms that these recommendations and statements will be immediately translated into actionable programs and strategic partnerships, ensuring the optimal utilization of soft power and the alignment of project outputs with labor market demands, in accordance with the objectives of sustainable development and Egypt Vision 2030.
