Abstract:
Stereotypes are over-generalized ideas people have on different cultures. Some stereotypes tend to
be true, however, it becomes problematic when a specific stereotype is the only way a culture is
being viewed, while in fact each culture has more to offer than its stereotype. This campaign
focuses on inter-Arab stereotypes. “We are more than Stereotypes” is a communication campaign
aimed to break stereotypes Arabs have on each other and help celebrate cultural differences
instead. The issue addressed by this campaign is how most Arabs sometimes perceive each other
only based on their stereotypes and cannot see beyond them. Thus, the idea behind the campaign
is to stray away from the negative stereotypes we tend to associate some Arab countries with, and
instead, appreciate the diversity, beauty and uniqueness of each culture. After conducting focus
groups with individuals from each Arab country to be represented in the campaign, I collected
enough information to answer my main research questions; What are some of the stereotypes most
Arab countries are associated with and how can we tackle them? Findings of the focus group
allowed me to create an online campaign that celebrates the cultural diversity of some Arab
countries, beyond their stereotypes.
