The Future is Female

Hill+Knowlton Strategies and Twitter

A key language on the service globally, in the Arabic language, every noun and verb is either feminine or masculine, meaning that the language addresses women in a precise and targeted way. However, the feminine version of the Arabic language is rarely seen in display languages and other settings. This issue was first signalled by Arabic women using the platform and was quickly picked-up by Twitter MENA.

The team took advantage of a yearly programming event to update outdated language seen in Twitter’s coding, resulting in the creation of the Arabic Feminine setting. The Arabic Feminine launch was accompanied by the #FeminineArabic campaign that sought to reshape how Twitter engages with Arabic-speaking women on the platform and encourage them to make their voices heard.