Feminine Arabic

As a western brand, Twitter wanted to ensure it wasn't inserting itself within local culture in a disingenuous or irrelevant way. Hence, Twitter sought to understand how modern Arabs conversed in order to discover real life insights and issues it could leverage to connect with locals. This led to Twitter uncovering a timely and local truth that's often overlooked – Arabic-speaking women were being addressed with the wrong pronoun every 17 seconds. Imagine being addressed as the wrong gender in every conversation, whether it’s with peers or brands, a reality most women are living with today.

Today the masculine form of Arabic has become the default when it comes to everyday conversations. As Twitter is the platform for daily discourse, it saw an opportunity to impact society and the lives of its female users in a meaningful way. This led to the brand developing a first-of-its-kind feature dubbed "Female Arabic" and through a simple switch, each Tweet can now be translated to use the correct feminine nouns and pronouns. By making "Feminine Arabic" as accessible and easy to use as possible, Twitter ensured that women would always be addressed as they should be, as women.