Sprite Rewriting Proverbs​

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As Egyptians, we are always raised to know our limits. We don't like to steer far form the herd. We are mostly conformist. It's in our folklore, in our proverbs, our culture.

 

Most of our proverbs are negative, limiting, demotivating. They teach us to be part of the herd, and frown at being different.

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This is not true when it comes to millennials. They redefine the norms. They create culture. Yet they are always limited by our culture and continuously have their dreams crushed. 

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Our campaign shined a light on this insight and created a movement by pushing people to rewrite the negative proverbs and not to let them stop them from achieving what they want.