A team of 15 students from the Public Relations and Advertising De11partment at Cairo University’s Faculty of Mass Communication has launched “Ma Rahetsh Alaiha” (“She’s Not Past Her Prime”), a youth-led campaign aimed at supporting women over 60, highlighting their capabilities and experience, and challenging social perceptions that associate aging with retirement from an active and productive life.

Under the slogan “60 Years of Experience, a 20-Year-Old Heart,” the campaign emphasizes that age should not stand in the way of pursuing ambitions, discovering new opportunities, or embarking on new experiences.

The students explained that the campaign was inspired by their observations of recurring comments that diminish women’s roles after the age of 60. They stressed that this stage of life can mark the beginning of a new chapter filled with achievement and contribution.

Their initiative aims not only to raise awareness but also to showcase real-life examples of women who have transformed retirement into an opportunity for work, creativity, and community service.

Among the inspiring examples highlighted by the team is engineer Sherifa Kira, who moved toward establishing an agricultural project as she approached retirement age. The campaign also features women who have launched educational and charitable initiatives, as well as members of an artistic choir comprising women over 60, including doctors, engineers, and former leaders. Their experiences demonstrate that passion, learning, and productivity can continue at every stage of life.

The campaign team has also developed an awareness plan for social media platforms. The initiative will include videos and workshops designed to help women identify their skills, market products from home, and use technology and artificial intelligence to develop their projects and ideas.

“Ma Rahetsh Alaiha” seeks to go beyond awareness-raising by encouraging society to recognize the potential of women over 60 and give them the opportunities they deserve to participate, create, and contribute. Its central message is that every stage of life brings new possibilities, and every woman has a new story worth telling.

The campaign was featured on “Mashrou’ Men El Akher,” broadcast by the Educational Radio station within Egypt’s Regional Radio Network. The programme is prepared by Nesreen El-Shebakshi and presented by Hala Hatem.