“The Face of Morocco” immortalizes the successes of Moroccan women

• The launch of your “Visage du Maroc” initiative in 2013, and your continued commitment to its development aim to highlight Moroccan women. Can you explain the origin of this project and the goals you seek to accomplish with this portal?

– Ten years ago, the representation of women in the media was marked by a striking dichotomy. Female content was largely confined to the pages of fashion, beauty, diet, and shopping focused magazines. These subjects, although relevant, often reduced women’s portrayal to superficial stereotypes. Meanwhile, in economic media, the scene was dominated by men, with exceptional women rarely being in the spotlight.

Those who did appear were often the same, creating a limited perception of the diversity of female successes in fields such as business and finance. Significant evolution was needed to break these patterns and offer a more balanced and authentic representation of women in the media.

“Visage du Maroc” was born from the desire to provide examples to future generations, to inspire young Moroccan girls by highlighting the paths of women who have succeeded through hard work and determination.

It is about telling these young girls that they have the right to dream and that anything is possible as long as they believe in it and give themselves the means, with heart and soul. The 114 faces you can discover on the “Visage du Maroc” platform attest to this.

• How do you choose the women whose journeys are presented on your platform, and what impact do you hope this will have on users?

– At the beginning, we chose well-known women to support the project, the first being the late Aïcha Ech-Chenna. But very quickly, we sought out other lesser-known women who are experts in their field. Whatever it may be, the goal is precisely to offer them visibility in order to provide role models as diverse and varied as the dreams of each young girl. Because inspiring is important, but making the dream accessible is equally important for our community.

My team regularly suggests profiles to me, but I also search for them through my personal network and meetings at our agency specialized in Corporate communication.

• For this project, you have realized the first part of your conference series entitled “VM Stories.” Could you share the behind-the-scenes of the creative process that led to its realization and the theme discussed?

– From its creation, “Visage du Maroc,” in addition to the platform, already offered conference cycles where the women interviewed in the media came to meet our audience to discuss current topics related to their sector of activity. After 10 years of existence, we thought it was time to integrate men, because it is together that we will succeed in improving the position of women and respect for their rights.