Kefaya Movement Media (Egypt)

On December 12, 2004, the first demonstration directly attacking the regime of Egyptian President Hosni Mubarak was organized by the fledgling social movement Kefaya (Enough). It was the first of a series of protests that the movement staged against Mubarak and his National Democratic Party (NDP) over the course of the next 10 months. Kefaya means “enough” in Egyptian colloquial Arabic and became the de facto name for the movement formally called the Egyptian Movement for Change. It was also a simple and powerful rallying cry that was widely employed in the movement's media tactics. Formed in August 2004 as a social movement coalition, Kefaya united activists with all manner of political and ideological backgrounds—Nasserites, socialists, liberals, and Islamists—under the common goal of opposing the continued oppressive control of Egypt's political climate by the Mubarak regime and the NDP.

Among Kefaya's most clearly stated demands were (a) the end of Mubarak's rule, (b) the distribution of decision-making powers beyond the presidency, and (c) preventing the president's son, Gamal, from succeeding his father as president. These goals were largely shaped by three events in 2005: (1) a May referendum to approve a constitutional amendment permitting direct multiparty presidential elections, (2) the presidential elections in September, and (3) the October and November parliamentary elections. Throughout this period, the Kefaya movement maintained a consistent presence in the streets of Cairo, organizing regular protests, clashing with law enforcement officials, and attracting a significant amount of both domestic and foreign attention.

Initially the movement's media tactics were conventional. Leaders were wary of confrontational tactics and used relatively cautious techniques that avoided chanting and shouting. They stood shoulder to shoulder in silent defiance of the security forces and the regime, with the slogan Kefaya emblazoned across yellow stickers that were stuck onto their chests and mouths. On one occasion, they organized a candlelight vigil that was similarly devoid of chanting or shouting.

But as its protests continued, Kefaya adopted several catchy slogans that embodied its pointed message of opposition to Hosni Mubarak and his regime: La li’ Tamdid! La li’ Tawrith! (No to Succession! No to Inheritance!); Yasqut, Yasqut, Hosni Mubarak! (Down, down with Hosni Mubarak!); and Kefaya Mubarak! Kefaya Hizb al Watani! Kefaya al Qami'a (Enough of Mubarak! Enough of the NDP! Enough of Oppression!). It also spread its message through newspaper advertisements, text messages, online chat rooms, and a movement website. These mediums were used not only for disseminating the movement's call for reform but also for publicizing the date, time, and location of their protests.

As Kefaya gained momentum, several different submovements began to form, oriented around various middle-class professions—Lawyers for Change, Professors for Change, Engineers for Change, Doctors for Change, and Journalists for Change. Among the most active of these spinoff movements was the one formed by the movement's student and youth members: Youth for Change. Because so many of Kefaya's participants were students and young adults, this submovement quickly grew in number and by mid-2005 had taken on an identity somewhat of its own. It began to coordinate its own protests and held separate meetings. It was also the source of some of the most creative innovations with regard to media.

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