We Are Ayenda

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A life or death documentary on Prime Video that proved WhatsApp is more than an app

Winner of the 2024 Cannes Lions Grand Prix in Entertainment, "We Are Ayenda" tells the story of the Afghan Girls National Football Team and their heroic escape from the Taliban in 2021.

The half-hour film chronicles how the captain of the Women’s team, Farkhunda Muhtaj, guided the teenage players to safety entirely through WhatsApp — despite never meeting them in person. Launched during the 2023 Women's World Cup, it captured global attention at the perfect moment.

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“ Setting The Tone For Branded Content’s Future. ”

Three people in black athletic wear huddle closely, arms around each other, against a concrete wall with graffiti.

Four women in sportswear sit on outdoor steps. Three wear black outfits, one in a red jacket. Fenced court in background.

The Insight That Changed Everything: WhatsApp Is Where Vulnerable Women Feel Safe

The film was born from a core audience insight: WhatsApp is a safe space for women in vulnerable situations all over the world.

This inspired "The Power of Sisterhood," a platform celebrating how women use the app to protect and support each other across borders. The Afghan girls' escape became the defining example of this sisterhood in action.

Young woman in black Adidas sportswear sits on green soccer field, looking thoughtful. Bright, sunny day with a building in background.

Young woman in black sportswear and headband sits on green bench in soccer field, looking towards the camera.

Young woman in black Adidas sports jersey and headband stands confidently by a wire fence on a soccer field.

Person in a red Adidas jacket and black pants stands against a weathered concrete wall, looking directly at the camera.

The Secret Group Chat That Made Freedom Possible

Using real WhatsApp messages, interviews, and archival footage, the documentary shows the girls secretly orchestrating their escape through their group chat.

Rather than simply claiming to be a more secure option, the film is a powerful demonstration of WhatsApp’s privacy and security tools in action, positioning the brand as the ultimate champion of safety through a story our audience could see themselves in.

Woman with long dark hair, wearing a maroon top, sits on a beige couch, looking to the side in a softly lit room.

A soldier in camouflage and helmet walks on a shipping container, holding a rifle. Barbed wire and people are visible below.

A soldier in camouflage gear faces a crowd of people, including women and children in hijabs and masks.

Close-up of a woman with intense expression, dark hair, and pearl earrings, in soft lighting, focusing on her eyes and face.

A women's soccer team in black uniforms poses on grass against a concrete wall. Text reads "We Are Ayenda. A True Story on WhatsApp" in green.

Smiling person wrapped in a red, black, and green flag with gold fringe, standing outdoors under a cloudy sky.

Watch the film on Prime Video

Two women in sports attire embrace on a sunny soccer field. One wears a black hijab. Trees and clear blue sky in the background.

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