A collaboration between Shenkar college and Saatchi & Saatchi
Unique embroidering skills of PCFF Palestinian women members
“Taking Steps” began with a desire to spread the PCFF’s message of reconciliation in a creative way that utilizes the unique embroidering skills of PCFF Palestinian women members. The idea became a reality through a collaboration between the PCFF and Shenkar college and their partners from the Royal British College, in a program entitled “Go Global”.
Together with the Go Global international students who had learned the art of embroidery (tatreez) from the women, the women of the PCFF created the main product of the initiative: A bird embroidered onto shoes. The bird later became the symbol that accompanies other products created within the initiative.
The initiative was a great success when actresses Barbara Streisand, Meryl Streep, Helen Mirren and Cate Blanchett along with many other women across the globe, hurried to buy the shoes. Thanks to the collaboration with Saatchi & Saatchi, the project resonated widely, with a video clip and a special website, and was even launched in the European parliament, in the German Bundestag and the United States Congress.