Love Matters Arabic
Love Matters Arabic, based in Egypt, is unique for its credible, comprehensive and youth-friendly Arabic-language content on sexual health and wellbeing. The platform opens up the topic of sexuality for young people in a region where talking openly about sex is deeply taboo.
Since launching in 2014, it has become the leading source of non-judgemental, evidence- and rights- based information on SRHR for young people in the Arab region.
Love Matters Arabic also regularly offers trainings for local partners (CSOs) in effective use of social media as well as youth-friendly and pleasure-positive comprehensive sexuality education (CSE)
Highlights of 2019
Sexual pleasure campaign
The Love Matters Arabic team designed and implemented a campaign around sexual pleasure, a highly sensitive topic in the conservative Egyptian context. The week-long campaign generated the highest reach and engagement the platform has seen since its launch.
In total, the content created for the week-long campaign reached more than 7.7 million people and generated more than 1.1 million interactions (likes, comments, shares). It also attracted international media attention, featuring in both a BBC documentary, created by Shereen El Feki, author of Sex and The Citadel, and an article on the BBC Arabic News channel.
Love Matters Arabic expanded the scope of its trainings for local CSOs in 2019. Workshops on social media engagement were given to Y Peer Egypt network and provided training for the new SRHR partner in Yemen. Comprehensive sexuality education (CSE) workshops were also organised for the medical students’ organisation IFMSA Egypt and for Y peer Egypt. Love Matters Arabic has now established a reputation for high-quality CSE training and in 22019 developed a toolkit and manual for use in schools which will be distributed in the first quarter of 2020.