I’m not much of a sports fan, but when the World Cup comes around every four years that changes. When Jordan gets close to finally making it to the World Cup I also go a bit crazy. I was very hopeful that we even had a chance of beating Uruguay a few months back.
Growing up in Jordan, I remember feeling the energy change around me during the World Cup. For a few weeks it seemed like everyone united around their love of football. Watching the tournament filled us with excitement. My male cousins would watch the games then spend hours playing “ma3 al jeeran” (with the neighbors) and talk about how they would grow up to become famous footballers and bring Jordan to the World Cup one day. I didn’t share their dream. For one I couldn’t kick a ball without tripping over it and second, I am a girl. In the Arab world, it isn’t too often that girls grew up to become football players.
As part of a brilliant marketing campaign, Coca-Cola put out a video called “One World, One Game – Ramallah, Palestine Football.” The video shows two Palestinian girls, Dalal and Ahlam, who describe their love of football. Dalal, 15, is a proud Palestinian whose life, she says, revolves around football. Ahlam is 14 years old and dreams of playing football when she grows up instead of following in her mother’s footsteps of having a family at a young age.
In the video, their coach, Captain Yousef, explains that society generally limits the girls’ ability to go out, socialize, and play football. He explains that Ahlam and Dalal want to challenge this tradition with passion, and introduce their generation to the idea that girls can play football, in hopes of one day getting to the point where it becomes a normal activity for girls in their community and throughout Palestine.
Dalal and Ahlam received invitations from Coca-Cola to attend the 2014 World Cup in Brazil. The girls walked onto the pitch with other players featured in “One World, One Game” videos as flag bearers before the Germany v Portugal game on June 16th.
Ultimately the videos are a marketing campaign by Coca-Cola, but I love the positive message it spreads. This video and the others under the campaign display football as a vehicle for coming together and overcoming adversity.
Football is not only one of the world’s most beloved pastimes. It can be powerful in promoting social change and greater equality for women around the world. Girls like Dalal and Ahlam can change their society’s perception of women and girls. Doing this in Palestine, a part of the Arab World where opportunity is generally a rare thing to come by, is even more powerful.
Until next time…