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Ana Gutierrez
professional wanderer, freelance writer, dog lover.

Always, Israel

My mom is worried that when I finally move abroad, someone will murder me on my way back to my place, and she will not be able to do anything to prevent it.

I spent half of my spare time checking new advertising campaigns that in the future will inspire me when I get my dream job, and this week, I made an interesting discovery.

Always has launched an app called backmeapp, and guess where it was released first? Yes, exactly, in Israel.

Every Israeli mom/dad/boyfriend/brother/friend that saw this add can feel better now by knowing they can “walk with” her/his daughter/girlfriend/sister/friend on the way back home. I know for a fact my mom will love this app.

A month ago, Israel was unfairly accused as the World’s worst violator of Women’s Rights by the UN. I laughed out loud when, by the end of the last video, the narrator said the app was being launched in Israel first.

How could a country like Israel, considering the last accusation, allow such a good app to be available in their country FIRST?

Easy answer: Always and Israel share something in common: they both look forward to empowering girls and women so they can feel unstoppable but at the same time, protected and cared.

This is how you show the world that Israel is a country that worries the most about their women, and definitely doesn’t slaughter them in any possible way.

In the meantime, when this app arrives in Peru, or I arrive in Israel, I’m changing my pads to Always. #LIKEAGIRL

About the Author
Ana is a curious girl that after exploring Israel and pursuing an MA in TAU during 2017/18, also found her life partner in a museum in Jerusalem. In the middle of a pandemia, and a world crisis, she married her Jerusalemite lion and moved to Israel for good. She writes about her experiences as a wife, as a foreigner in the Holy Land and as a woman exploring life.
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