Sexism comes in many forms, it is not only the extreme cases we hear about in the media--of domestic violence, street harassment, mob assaults--it reaches a wide, mainstream audience in much more subtle ways. Being told to "Be a man" alongside vague social guidelines on how to achieve this status, including being aggressive with your partner, valuing women only for their looks, and placing a gender stereotype on clothing items such as jeans, is a particular form of sexism that touches not only on the wide-reaching stereotypes surrounding women's status in public space, but also addresses the strict social norms that regulate the behavior and mentality of men in Egypt. Birell, who recently released a series of advertisements for their non-alcoholic beer encouraging men to "Be a man" based on a highly sexualized and objectifying standard, is projecting a concerning message to the public that it is okay and normal to separate society into "Men" and everyone else.

We live in Egypt, where, unfortunately, Birell's projection of "manliness" is a reality. However, we believe that starting at the grassroots level to change this mentality amongst our peers and our fellow citizens is the only way to initiate a new level of awareness in society. We encourage everyone to think beyond the witty catch-lines and attractive images that Birell is advertising and delve into the impact of their message: If you're not a "man", then you're a woman, and thus you are nothing.

If you agree that Birell needs to rethink its messaging in its advertising campaigns, please sign our petition.