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      The real story behind the Middle East’s first domestic violence crisis platform

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      Shamsaha is a groundbreaking platform in the Middle East – the first of its kind helping victims of domestic and sexual violence in the region.
      First launched in 2016 in Bahrain, the platform has now unveiled its 24/7 crisis support mobile app, making its crisis advocacy services available to women across the Middle East for the first time.
      From its inception, Shamsaha has aimed to focus on women’s empowerment and protection programs, offering support services in both English and Arabic. However, for the platform’s founder, Mary-Justine Todd, getting Shamsaha off the ground was no easy feat.
      “In the beginning, everyone said to me ‘it will never happen’, or ‘you’ll never get a permit’,” she tells Emirates Woman. “There were a lot of naysayers.”
      There was also a lot of red tape to jump through and Todd even admits she didn’t realise “how hard it would be”. However, when you’re breaking boundaries to become “the first”, naturally there will be hurdles to jump through.
      With perserverance the platform launched six years ago and since then the only way has been up. Not only has Shamsaha now launched its mobile app, the organisation has a long-term partnership with globally renowned beauty conglomerate L’Oreal.
      To learn more about the story behind the platform and its recent app launch, Emirates Woman sat down with Todd to discuss the ins and outs of Shamsaha.
      What inspired you to launch a 24/7 crisis support mobile application?
      When someone is going through what may be one of the worst times in their life, the only thing that can make it better is to know that they are not alone and I know how important that is. I wanted to do what I could, to ensure that women never had to face violence or abuse and suffer with it alone.
      Shamsaha is the first and only domestic violence crisis response programme in the Middle East, how was this a challenge and how did you overcome this?
      In the beginning, everyone said to me “it will never happen”, or “you’ll never get a permit”. There were a lot of naysayers. However, for me at the time, naivety was bliss. I didn’t realize how hard it would be, or how many hurdles we would have to surmount. But this was a good thing, because each time we face a problem, albeit about registration, or funding, or support, I just kept thinking that we would solve it. And so eventually we solved all the major problems and here we are.

      The application provides 24/7 assistance. Was this the motive from the outset?
      Violence and abuse do not keep to a schedule. Nor is it isolated to any one group or class of people. Violence against women cuts across all socioeconomic strata and affects women equally all over the world. Therefore, when a woman finds a window and is able to make the courageous choice to reach out for help, we must be reachable and that may be at 2 am or on Saturday morning. That is our duty so, we are there.
      What protocol do you follow for onboarding your volunteering advocates?
      Shamsaha’s Crisis Advocacy training is approved by the American National Advocacy Credentialling Programme (NACP) which is the women’s crisis regulatory support body in the USA. All of our volunteer advocates must complete a comprehensive NACP-approved 40-hour training programme before they get their crisis advocacy certification, after which they are eligible to serve as women’s crisis advocates. The training includes topics such as domestic and sexual violence in depth; subconscious bias, using trauma-informed practices, women in the media; and more. We ensure that every volunteer is highly trained and ready to support women during their time of need.

      With over 15 years of experience in the industry to accomplish women’s empowerment and equality, how have you incorporated this into the application?
      Everything that we do at Shamsaha, including all of our support programmes for women is done in the spirit of intersectional feminism. Though the definition of feminism is debated, in general, it means to believe that the subordination of women is undesirable and that changing that is desirable. To do so with an intersectional spirit means to continuously think of, ask, and incorporate the needs of all women into the programming, rather than assuming that any one woman’s experience (such as mine – coming from an upper-middle-class white American community) is not considered the essential experience, to ensure inclusivity of all voices. Not until all women are empowered be it rich or poor, can any woman be truly empowered.
      Could you elaborate on the main features that set this application apart?
      Shamsaha is the first and only full-scale women’s crisis response programME in the Middle East, making our app the only one of its kind as well. With the new Shamsaha, mobile phone application women from all over the Middle East and North African region will be able to reach out and receive 24/7 support in English or Arabic from a specially trained volunteer. Using a survivor-centred approach, we provide emotional and informational support for victims of domestic abuse, along with an easily accessible list of community resources.
      Did you notice a stark increase in the number of domestic violence cases during the COVID-19 lockdown?
      Globally, there was an average increase of 45 per cent in the incidence of violence against women. Looking at a three-month average before and after the onset of the initial lockdowns in Bahrain, in March 2020, Shamsaha had a 41 per cent increase in cases reporting abuse. So the levels we faced were similar to that of the rest of the world. But the fact remains that when there is a global crisis, such as an economic crisis, or natural or man-made disasters, women often suffer first and suffer the most.
      What’s your advice for women to help each other and reach their best selves?
      Don’t judge anyone. Don’t give advice to anyone. Just be kind and be there for each other. An affirmation that I use every day and try to live by is as follows: I am whole, perfect, strong, powerful, loving, harmonious and happy. Concentrate and think deeply about what each word means for you and in your life to access your most inspired self and live in a state of flow.
      The L’Oréal Fund for Women was born to empower women at risk and reach women worldwide. How does it feel to be supported by an entity that imbibes the same values?
      I am absolutely honoured to be partners with L’Oreal. They are an amazing corporation with an incredible team of women. Alexandra Palt the president of the L’Oreal Fund for Women is one of the smartest, most progressive, thoughtful and intelligent women I know.
      Are there any innovative features that you wish to incorporate in the future?
      The next phase of development for the app will be substantial. We intend to actually redevelop the entire app and break it into two separate apps. You can think of it like the Uber driver app which will be our volunteers and the Uber user app which will be the victims of abuse and the general public. This will allow us to incorporate an even more robust communication system that includes additional features for countries all over the world such as transportation and food delivery. We are currently fundraising for this next phase and hope to begin development in early 2023.
      To find out more information visit shamsaha.org
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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      How I got my job as… Founder of That Dubai Girl

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      Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
      This week we chat with Kirsty Campbell, founder of That Dubai Girl (TDG), a concept that first started as a Facebook group two years ago and has now turned into a thriving community and brand that is well-known across the emirate and UAE.
      Emirates Woman sat down with Campbell to discuss the ins and outs of the concept, the growth of TDG and what’s next for the platform.
      What was your favourite subject at school?
      Probably Art, anything involving making a mess and being creative, something that has definitely transpired into my day-to-day life.
      What was your first job?
      Does a paper round count? It is a running joke that I would do anything to earn a few quid as a kid, I would do the weekly food shop with my dad purely to keep the pound from the trolley at the end of it, hustling was in my nature from a young age.
      What brought you to Dubai?
      Truthfully my sister inspired me to make a change, she left home at 19 whilst I got my Psychology degree and then trained to be a teacher. She travelled the world for three years and came back to our sleepy hometown life and it inspired me to make a change. The UAE became my destination of choice as I had a childhood friend living over here and that gave me a bit of a security blanket! With the promise of all-year-round sunshine and weekends by the pool at the age of 24, it didn’t take much convincing for me to pack my suitcase and move halfway across the world. Nearly eight years later, it is my home from home, I won’t be leaving anytime soon.

      What inspired you to become an entrepreneur?
      I have always wanted to work for myself, I’ve never been very good at following the rules! I am extremely headstrong and if I believe in something I always follow it through. You have to think outside the box to make a change and sometimes people can only see something progressing from A to Z. They don’t understand that to get to the desired outcome, often you have to go back to your starting point multiple times, making adjustments and improvements to get it right.
      Can you talk us through the concept & growth of That Dubai Girl?
      That Dubai Girl (TDG) began as a Facebook group with the founding principals being that it was an inclusive, safe space for women living in Dubai to be able to seek advice, share ideas, recommendations and discuss current topics. TDG has become this incredible community of women coming together and supporting each. Over the past two years, it has developed from not only being an online community but to face-to-face meet-ups including business and social networking events. We are proud that our community has helped so many to form strong business relationships and friendships. Last year, Urban Market Concept was born, which showcases home-grown brands alongside thrift and vintage fashion. Each month we create the market with local talent including DJs, dancers and artists. I wanted to create a market with a difference that has it all and appeals to all ages and interests.
      Our biggest event management role to date was Dubai Horse Racing Season 2021-2022, a seven-month project for Dubai Racing Club. We were responsible for supplying all the food and beverage outlets, coordinating twenty build-up events, selecting the sponsors for Style Stakes and building the whole activation from design to completion, the Dubai World Cup and the post-race concert. Truly the most monumental part of this was watching months of work come together to be concluded with the Dubai World Cup at the end of March. The most nerve-racking part was booking incredible international artists, how do you know who to choose?! I remember how the technical crew kept laughing at us because we were so excited when the stage was built when the sound and lights were turned on. The hardest but most rewarding challenge to date.
      How have you found TDG has helped women in the UAE?
      TDG really is an “all walks of life” community, the foundation is that you live in Dubai and can follow the “if you have nothing nice to say, keep it to yourself” rule. Every day we see women come together to help and support one another and we are extremely proud of the safe space we have created for women to seek advice and share experiences. When you’re living away from home life can be tough, personally, I have made some of my closest friendships from TDG. People send us messages or even approach us out in Dubai to tell us how we have helped them find friends, solve a problem, find a new career or take a leap into something new. This never gets old and is a constant reminder of why we started the group. Last year we started a TDG podcast where we anonymously discuss the most common post topics of the week from the group and get advice from experts on a huge range of topics. We also seek out a male perspective on some topics and have a lot of fun silly chat!
      What are the key elements of your role?
      Chief plate spinner! That Dubai Girl has somewhat taken over my life, I am involved in every aspect of the business which can be hugely overwhelming at times. One of my biggest challenges has been learning to delegate and trust other people with my baby! As the founder of the company I have ultimately got to represent it at all times, people cannot help but associate it with me, as much as my team is five of us. Building relationships and showcasing what we do is probably the biggest part of my role, showing people that we are a lot more than a girl gang. Talking is my specialist skill and one I revel in utilising.
      Talk us through your daily routine.
      Honestly, no day is ever the same. One day I’m creating a reel for social media content, the next I am orchestrating a live concert for thousands of people. Sometimes I’m visiting up to ten different locations in a day, back-to-back meetings on a huge range of topics and projects. I don’t know how I stay sane although some might say I never was to begin with! Right now our biggest focuses fall under the categories of tailoring, drone technology and golf – what a combination! I thrive off the excitement of what will happen next. I am so lucky to have such an incredible core team to manage all the administration and steps around putting an event, article or project together. I couldn’t do it without them.

      What advice do you have for anyone looking to follow in the same footsteps?
      I would encourage anyone to take the risk or start a business if it is a product or concept that they 100% believe in. If you love something, you are driven to do it, even during tough times. Working for yourself can be the most rewarding experience but also the most heartbreaking challenge at times. When you are passionate about your work, you can overcome anything that comes your way during the journey.
      What is the best piece of advice you ever received?
      You can do anything but not everything, my mum said this to me and it has stuck with me ever since, it helps to keep me focused after a difficult day.
      And what is the worst?
      Don’t quit your day job! I started That Dubai Girl and Urban Market Concept whilst having a full-time job as a teacher, I had a very comfortable life with a solid income. As TDG began to grow and develop, I had a number of people telling me not to quit my day job, “It’s too risky” and “What if it doesn’t work?”. People will always have an opinion, they will doubt you or make you doubt yourself. You have to be true to yourself, know what you want and go after it. I am not telling people to quit their job without a plan, have some financial backing, make sure their bills can be covered and then go for it. The worst that can happen is you’ll fail and get another job? Or you could be doing something you love and are passionate about every day, worth the risk in my eyes.
      What has been the biggest challenge you had to overcome?
      Honestly, some days getting up and being motivated to keep going can be a challenge. Sometimes I have so many things floating around in my head I don’t know where to start. Through the highs and lows, the most important thing is surrounding yourself with a solid group of people to help you. My favourite quote is from Misty Copeland “anything is possible when you have the right people there to support you” plus a good list, I love a list!
      What are the future plans for your brand?
      As we confidently jump into our third year of operations we have launched That Dubai Agency. Our focus is on creating bespoke services including PR, marketing and events for other brands. We have also been able to connect with so many different companies that we already work with which is so rewarding to see. We now have this new opportunity to work with so many different industries in Dubai and I am very excited to see what the future holds for this new chapter. We are partnering with so many incredible events we can’t wait to see them unfold. We have achieved more than I could have possibly imagined in the past two years so we would like to think we are one to watch, world domination can’t be that hard, right?
      – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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      7 incredible women discuss how they find clarity in their lives

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      When it comes to self-care, prioritising yourself is of utmost importance.
      Even small steps can make a big difference and Emirates Woman spoke to several inspiring women to understand how they find clarity in their daily lives.
      Wdeema Al MheiriContent Creator @wdeemajay

      How have you managed to stay on a clear path throughout the years?
      I stay on a clear path by focusing on myself and what I want. I avoid listening to other people’s judgments or opinions so as to not distract me from my own goals. I decide my own path.
      In everyday life, how do you manage to maintain clarity?
      I am a firm believer in speaking things into existence. Manifesting the things I want allows me to maintain clarity. I set my affirmations for every era of my life and whatever is meant to happen will happen. I also believe it’s important for me to surround myself with great people that have good intentions that encourage me to maintain this clarity.
      Nadya HasanContent Creator @nadyaa

      How have you managed to stay on a clear path throughout the years?
      With the work that I do, it’s very hard to separate personal life from business and that could lead to burnout, which happens in my case all the time. So I try to disconnect with travel which I do very often and it helps me have a clear mind and be able to continue to do what I love.
      In everyday life, how do you manage to maintain clarity?
      In my everyday life, clarity doesn’t come that easy, so my husband and I take an hour off all social media and any electronics and take long walks around our neighbourhood and talk and have deep and meaningful conversations.
      Nora Al RamadhanCEO of Apotheca Beauty @apotheca_beauty

      How have you managed to stay on a clear path throughout the years?
      What I have found works for me is to set achievable, short-term goals on a monthly and quarterly basis that I strive towards. I make sure that these goals are not so out of reach and celebrate any small wins throughout the journey. When I focus too heavily on the long-term, the path towards achievement does not tend to be as clear and can change drastically. However, my overall views are to align my actions and goals with things that bring me happiness and peace of mind.
      In everyday life, how do you manage to maintain clarity?
      In order to maintain everyday clarity, I try to stay as organized as possible and create several lists for things such as discussion points for meetings, overall daily to-do lists, household tasks that need to be done, etc. I tend to create lists sporadically on my phone and add to them as things come to mind throughout the day. All of my tasks, meetings and appointments are also put into my calendar – both work and personal, so that I can make sure nothing is missed and I have it all in front of me. Separately to keeping organized, taking time for self-care every day is incredibly important and necessary. This would include prioritizing morn- ing work-outs, cooking (which I love and find therapeutic), and quality time with friends and family. I try to listen to my body and give it rest when needed.
      Asma LootahFounder of The Hundred Wellness Centre @thehundredwellness

      How have you managed to stay on a clear path throughout the years?
      I have learned over the years that gaining clarity begins with asking yourself many questions, especially questions you might be avoiding that could trigger changes you may feel unprepared for. I don’t always have the answers, however, it gives me more of a sense of direction. I really believe it is also important to pay attention to what you want or need every day. Making small decisions – it can be as simple as choosing between tea or coffee, these small steps help build your confidence around what you want out of life. When you gain that clarity of what drives you, you can manifest anything you want. These small steps build the foundation that will allow you to pursue your goals without fear. Mental clarity gives me the awareness to stop and see things as they are in the present, appreciate life, celebrate what makes me happy and healthy and feel content. When you live in the moment, you have greater control over your mind, body, and emotions, and that moment you experience is the only moment you can control.
      In everyday life, how do you manage to maintain clarity?
      Clarity is a work in progress, as life isn’t clear cut, however making time for myself to be still, to reflect and detach from the noise of the outside world is vital. Whether that is praying, sitting still and making mental notes or enjoying my morning ritual of sencha green tea, I believe looking deep within yourself, embracing self-awareness, and trusting your intuition is powerful, and ultimately gives you inner peace and clarity. I also believe in living life intentionally, a life that is aligned with your core values and one that promotes self-growth. It is important to have a purpose behind every decision you make, not to underestimate the importance of loving yourself, your uniqueness, and being present in the moment gives you and your life more clarity and meaning.
      Asma Al QassimContent Creator @asmaqassimm

      How have you managed to stay on a clear path throughout the years?
      In terms of my career, I’m always focused on presenting the product in the best way possible. I put myself in the designer’s eye and make sure to make the best out of it. I believe that every design should have its chance to be seen correctly. Every photoshoot I car- ry out, it feels like it’s my first time, so I make sure it’s the best one ever.
      In everyday life, how do you manage to maintain clarity?
      Maintaining clarity means being clear about what makes me happy, healthy, loving, and with less confusion and doubts. But to reach there, this requires clearing out my mind from all distractions, then through a commitment to my designers who are looking for the best out of their designs, and then prioritizing my priorities and identifying what matters to me and my customers, get creative, and lastly to bring out the best of that day by enjoying what I do and sharing my day to day life, coffee, and drive with my followers to feel them close and special.
      Amna Banihashem

      Emirati Showjumper & Mechanical Engineer@amnabanihashem
      How have you managed to stay on a clear path throughout the years?
      Faith plays a major role in my stability and clarity. It helps me focus and maintain my internal strength. When things get tough or confusing I use a method of introspection and self-reflection. My faith has helped me achieve this and self develop. Everyone needs a compass that brings them back on course, it is very important for each person to find his/her own.
      In everyday life, how do you manage to maintain clarity?
      Faith plays a major role in the clarity of the mind. It reminds one that life is fleeting and the only certainty is death. A heavy reality, but it remains a reality. Thus, improving clarity on certain aspects of life like goals, family, and reactions. Taking the time to pause and think about what is truly important, and what is important enough to spend one’s energy on is crucial to maintaining clarity in an increasingly distracting world. The quality of our lives is heavily dependent on our perspective. Remembering that we have a limited time helps us make better decisions, stay present and create clarity on what is worth our precious and limited attention and time.
      Rhea JacobsModel & Creative@therjacobs

      How have you managed to stay on a clear path through- out the years?
      By respecting myself enough to relearn the true meaning of balance. I’ve placed it such that I work towards my goals giving it my best and yet am learning to prioritise my happiness and peace of mind – happiness to me means spending time with people I love, self-care moments, being present, letting go of negative and toxic baggage. Most of all, learning that it’s always about the journey rather than the destination. Every stumble is a lesson learned and rightfully so.
      In everyday life, how do you manage to maintain clarity?
      By understanding that a lot of times things may seem unclear… and that’s part of the journey teaching you something. And mainly realising that you can’t pour from an empty cup. To replace what you take from your- self with introspection, kindness, self-care and love.
      June’s – The Clarity Issue – Download Now
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