For its seventh edition, the Tilila Trophy is placing rural women at the heart of its message. This year, Moroccan broadcaster 2M is spotlighting the millions of women who sustain the country’s rural communities—despite remaining largely invisible in mainstream media. Through this bold editorial stance, the network is using its annual event not only to celebrate these women, but to challenge the way they are represented—or more often, overlooked—in public narratives.
Organized under the banner of the Committee for Gender Equality and Diversity, the Tilila Trophy has, for the past seven years, honored advertising campaigns that promote fair, inclusive, and realistic portrayals of women. For 2025, the focus has shifted to women who work the land, pass down traditional knowledge, introduce innovations in their communities, and influence others well beyond their immediate circles.
Thirteen campaigns have been shortlisted following a nationwide call for entries sent to creative agencies and advertisers. These television and digital campaigns will be judged by a six-member panel drawn from the worlds of art, culture, and media. Among the jurors are filmmaker Hind Bensari, writer Fihr Kettani, creative director Idir Ouguindi, visual artist Samira Rafi, TV presenter Mounia Lamkimel, and journalist Abdellah Tourabi. Their task: to recognize the most daring and authentic works that reflect the spirit of the award.
The award ceremony is set to take place in Casablanca on October 16. There, the spotlight will turn to those who are helping reshape the narrative around rural women—placing them not just in the background of agricultural fields or family roles, but at the center of local innovation and community leadership. The goal is to transform advertising into a tool of acknowledgment, not just consumerism.
At the same time, the fifth edition of Tililab—a creative lab linked to the trophy—continues to engage the next generation of talent. Seven young finalists took part in an intensive bootcamp in Marrakech, where they developed inclusive campaign ideas inspired by the upcoming 2030 World Cup. Children from Douar Shems’y, a village created to support young people displaced by the Al Haouz earthquake, were also involved in the process. The initiative gave them space to imagine, create, and express themselves in a setting designed especially for them.
With this year’s theme, 2M is continuing a long-standing commitment to reshaping how women—especially those in rural Morocco—are seen and valued. It’s a powerful tribute to over 6.7 million rural Moroccan women whose quiet contributions remain a vital force in the country’s social and economic life.
