It is the first campaign of its kind in the Arab country and is funded by the King Khalid Foundation. Searching provide legal protection for women and children victims of abuse in Saudi Arabia. During the presentation of the advertising campaign, the Saudi authorities admitted that "the phenomenon of battered women in Saudi Arabia is more important than it seems ", and encouraged the Saudis to report cases of violence in the realms of Medina, Najran, Riyadh and Mecca. Saudi women are governed by the law sharia (Islamic), which, among other things, forbids them to drive (until recently even bicycle and motorcycle) and appear in public without ahijab. These restrictions placed the kingdom ranked 131 in terms of gender equity, according to the ranking done annually the World Economic Forum.
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