This year we have seen so many changes with no end in sight, forcing us to part with some of the old norms and create new norms and realties. Though some of these changes might be very minor, others have taken a different magnitude. Leaving us wondering, are there others that have also paved the way for change? Inertia’s new campaign ‘New Realities We Build’ has shown us 3 examples of individuals who have done just that.
The campaign features 3 different people at different stages of life who are breaking the status quo and creating new realities.
The campaign starts with Nagwa Ghorab, the woman who didn’t see retirement as an end, but rather as the start of a new life goal: competing as a swimmer internationally and winning at the age of 73. Ghorab is an International Masters Team swimming champion, best known for her championships and recognition at her mature age, which assures us that age is just a number.
Next comes Sherif Hosny; a man who brought together a sustainability mindset with community service. He created farming models that help underprivileged communities grow vegetables on rooftops, thereby creating a steady income for marginalized families while simultaneously doing wonders for the environment.
Our third trailblazer breaking glass ceilings is young Farah Awadallah, who at the age of 23 broke with convention in what is known as the “king’s sport” and created the first Female Egyptian Polo team. The team has since competed in and won in multiple championships.
These individuals’ pioneering mindsets aren’t that much different from that of Inertia itself. The company was established in 2007 by two young entrepreneurs with a dream. They were told it couldn’t be done and to succeed, they had to follow the same formula as those that have come before; but they challenged that idea and persevered.
Now, Inertia has 9 distinctive developments across Cairo, the Red Sea and the North Coast with over 6.8 m2 million meters of land; proving that every day comes with new possibilities and chances to new realities.