The Best Work You May Never See: Horizon FCB Dubai, Children of Female Prisoners Association "Breakchains with Blockchain" NFTs

By

Robert Goldrich
Tuesday, Apr. 12, 2022

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Tens of thousands of women are sent to prison in Egypt every year. Their crime? Not being able to repay loans borrowed for amounts of only a few hundred dollars. 

These women are known simply as “Al Gharemaat” or “The Fined.” The money they borrow goes to pay for medicine, emergencies and to take care of their families. However, the consequences for when they are not able to pay off the loans are devastating and lead to significant prison sentences, and having to leave their children and families to the unknown. 

Horizon FCB Dubai teamed with Children of Female Prisoners Association to create and launch a humane initiative: “Breakchains with Blockchain.” Inspired by the reasons for their imprisonment, NFTs were created in collaboration with artists from around the world. Each NFT is designed to tell a woman’s story, the story of why she was sentenced. Each NFT is priced at the amount it will cost to free them from their sentence and give them a second chance at life. 

“Breakchains with Blockchain” bowed on Mother’s Day in Egypt last month. On this day three mothers were released with funds raised from NFTs, meaning these women are no longer “Al Gharemaat” and can finally be home with their families. 

One of these women is Rabia, who when her sister died wanted to honor her memory and took a loan to pay her daughter’s wedding. After being diagnosed with breast cancer, Rabia was too ill to work and make the payments. She was arrested and sentenced to twp years in prison. The amount she borrowed was only $254 (USD).

“Children of Female Prisoners Association” is one of the most active NGOs in Egypt working with Al Gharemaat and their children. It was founded in 1990 by Ms. Nawal Mustafa, winner of the “Hope Maker” award from His Highness Sheikh Mohammed bin Rashid Al Maktoum. Working in partnership with Horizon FCB Dubai, together they are raising donations and awareness of this issue around the world, by utilizing NFTs.

This video--directed by Dina Abdelraheem via production house Film DNA--tells the story of Rabia.

Credits

Client Children of Female Prisoners Association Agency Horizon FCB Dubai Rodrigo Leal Rodrigues, executive creative director; Jonathan Cruz, Antonio Cue, associate creative directors; Zayd Abidi, sr. art director; Bassam Doss, sr. Arabic copywriter; Lucy Elder, sr. copywriter; Diogo Borges, technologist; Anthony Heneine, sr. video editor; Alman Magpusao, video editor & motion designer; Sachin Jain, Kenji Watanabe, motion graphics. NFT Artists Hannah Prado, Miguel Karbage, Fady Youssef Rofaeel, Stefanus/Rondon Fernades; Douglas Reis, Stefanus, Rodrigo Nuig, Paulo de Almeida, Nesma Moharam, Fabio Barros, Black Madre. Production Company Film DNA Dina Abdelraheem, director & exec producer; Nour Abdelraheem, exec producer; Ahmed Hamdi, DP; Mina Maher, Hatem Samir, production; Abdelrahman Ibrahim, photographer; Haytham El Said, equipment; Mostafa Metwally, sound engineer. Postproduction Cult Samir Radwan, editor; Hazem Helmy, post producer; Special thanks to budist. Music Production Vox Haus Matheus Gugelmim, head of projects; Daniel Dalla Corte, head of music production/audio mix; Icaro Guedes, Cassio Machado, music/SFX producer.

 

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