“Inspirational” is the word on everyone’s lips when they talk about the Islamic Women’s Council of New Zealand’s (IWCNZ) social media campaign, CHILL.
CHILL is an acronym for Challenge Islamophobic Language and Loathing.
It’s the name chosen by IWCNZ for a social media campaign that challenges gendered Islamophobia by showcasing the achievements and lived experience of eight Muslim women in New Zealand.
Over the last 10 weeks, the CHILL campaign has shared videos and stories of Muslim women succeeding as engineers, educationalists, sportswomen, artists and community workers on Instagram, Facebook, Tik Tok and LinkedIn. Data on reach and engagement is yet to be collated but online feedback has been strong and positive.
Campaign inspires all Kiwis
The campaign has informed Kiwis about the diverse roles and contributions of Muslim women in our society while directly addressing false and misleading stereotypes about them. It has provided girls and young women with amazing role models and demonstrated to all women, Muslim and non-Muslim alike, that they can take control of online discourse and tell their own stories in their own way.
Rand Alomar Rand is a member of Auckland’s Iraqi community. She grew up in New Zealand, has a background in business development, and is now leading the IWCNZ Community Development team.
“I’m so proud of what we’ve achieved. It’s been challenging but rewarding to see the spark of an idea come to life and really highlight the richness, diversity, and beauty of women in our community,” says Rand Alomar Rand.
Challenging sexist and Islamophobic abuse
While the very positive CHILL campaign has been well received by online audiences of all backgrounds, in the real world, Muslim women are still vulnerable to sexist and Islamophobia abuse.
IWCNZ National Coordinator, Aliya Danzeisen, says that Muslimah who choose to wear the hijab or modest clothing, and those who come from ethnic communities, are more vulnerable to verbal and, at times, physical abuse simply because they look different.
“They face a disproportionate amount of hate and verbal abuse in New Zealand. Our ask of New Zealanders is that they engage with the campaign, listen to these women’s stories, and learn how to CHILL.”
Aliya Danzeisen, IWCNZ National Coordinator
CHILL uplifts all Muslims in Aotearoa
The posts have opened the eyes of non-Muslim New Zealanders to the real-life experiences of Muslim women in Aotearoa. IWCNZ Project Manager Shabina Shamsudeen, says they have uplifted and encouraged the wider Islamic community as well.
“Personally, I have been inspired by the way each woman featured in the campaign shares her success, her energy and skills with others,” says Shabina Shamsudeen, IWCNZ Project Manager.
She says that many others in her community share a sense of pride in a campaign that highlights both the personal achievements of these women and their commitment to helping others.
“It feels good to go online, see posts and say with pride, ’Hey, this is us’.”
Rand, Shabina and two other members of the Community Development team came up with the campaign concept and identified and organised all the talent.
The women worked with Calvin Sang and Ankita Singh from Auckland’s Eyes and Ears film production company to turn their ideas into reality. Gaining media and production experience, they say, has been an added bonus.
Muslim New Zealanders look to the future
Shabina is originally from India. She has a Master’s degree in Operation Management and has spent much of the last decade in Dubai developing an online influencer persona focusing on restaurant experiences. She came to New Zealand two years ago.
“I, along with others in my community, can see from the stories of migrant women in the campaign that New Zealand offers us so many opportunities. We have to do our part, work hard and take advantage of them,” says Shabina.
Like Shabina, all the women involved in the CHILL campaign are looking to the future. They’re invested in a society in which they, their whānau and fellow New Zealanders of all backgrounds can thrive.
As they say on the CHILL website, “Together, we can challenge false narratives and negative stereotypes and promote a more inclusive and connected New Zealand.”
Want more?
Watch videos of all eight women highlighted in the CHILL campaign telling their stories.
Learn more about how to challenge Islamophobia.
Read about how the E Tū Whānau kaupapa and values resonate with New Zealanders from refugee and migrant backgrounds.
