THE CUP OF SILENCE

THE SITUATION

In our region, many topics remain taboo, hidden beneath layers of social etiquette and unspoken rules. When it comes to serious social issues like domestic abuse, this silence becomes more than just cultural—it becomes dangerous. Domestic abuse is a critical issue that affects countless lives, yet conversations about it are often dismissed or avoided. Without open dialogue, awareness and support for those affected by abuse are stifled, allowing the cycle to persist.

THE OPPORTUNITY

In Arab culture, gatherings known as “jalsa” or “sobheya” bring women together for morning or afternoon coffee. These are spaces where women discuss the goings-on in their social circles—sometimes trivial topics like the neighbor's daughter’s outfit or who recently divorced. However, the discussions rarely extend to important, often uncomfortable issues like domestic abuse. When such topics are mentioned, they are usually shut down with the phrase "Ghayere el Mawdou3" ("Change the topic"). This creates an opportunity to shift these gatherings from superficial conversations to impactful ones.

THE IDEA

Our initiative reimagines the morning coffee gathering as a space for empowerment and advocacy. We invite women to come together for coffee, but with a powerful twist.

THE EXECUTION

We designed coffee cups and holders as tools for sparking conversation. The coffee holders are intentionally styled to look like muffles, symbolizing the suppression of women's voices. Printed on each holder are common phrases that women and society use to avoid sensitive topics, phrases like "Ghayere el Mawdou3." By reclaiming these phrases, we transform them from conversation stoppers into calls to action. The very language that once silenced discussion is now used to encourage it, urging women to “change the topic” to something that truly matters—domestic abuse awareness.

This simple yet symbolic approach creates a new dialogue around domestic abuse in familiar, comfortable settings, encouraging women to speak openly and support each other in breaking the cycle of silence.

CUP OF SILENCE

In a region where morning and afternoon coffee gatherings are popular catch-up sessions, taboo subjects often go unspoken. So, we decided to put the issue on the table—literally.

We introduced the "Cup of Silence" as a thought-provoking tool within these gatherings. By presenting coffee in cups that symbolize the suppression of women’s voices, we encouraged participants to confront the topics that matter but are often ignored.