Social media can advocate for social causes and catalyse audience support. To better understand the role of social media in advocacy communication, this article explores how advocates utilised Facebook to advocate for the ‘Taa Marbuta’ women empowerment campaign in Egypt. Our research draws on the dragonfly effect model and muted group theory as theoretical and analytical frameworks. In-depth interviews are conducted with advocates from all campaign partners who were directly involved in planning and managing the campaign. Following the dragonfly effect model, findings show that the campaign has a clear goal and uses various message strategies and pop culture for grabbing audience attention and generating audience engagement; however, there is no clear call for action. Thematic analysis also reveals two emerging themes: customisation of women empowerment communication and a supportive community of women empowerment that can stimulate societal debates necessary for social change. This study contends that including men can mitigate the muted effect on women in a male-dominant society and paves the way towards women’s empowerment. Overall, this study shows how social media helps make the ‘Taa Marbuta’ campaign an icon of women empowerment.

社交媒体可以倡导社会事业并促进受众的支持。为了更好地了解社交媒体在宣传传播中的作用，本文探讨了倡导者如何利用 Facebook 在埃及倡导“Taa Marbuta”妇女赋权运动。我们的研究利用蜻蜓效应模型和静音群论作为理论和分析框架。与直接参与计划和管理活动的所有活动合作伙伴的倡导者进行了深入访谈。遵循蜻蜓效应模型，调查结果表明，该活动有明确的目标，并使用各种信息策略和流行文化来吸引观众注意力并产生观众参与度；然而，没有明确的行动呼吁。专题分析还揭示了两个新兴的主题：定制增强妇女权能的交流和一个支持性的增强妇女权能社区，可以激发社会变革所必需的社会辩论。这项研究认为，在男性主导的社会中，让男性参与进来可以减轻对女性的影响，并为赋予女性权力铺平道路。总的来说，这项研究展示了社交媒体如何帮助“Taa Marbuta”运动成为女性赋权的标志。