Brand Tone

Passionate, resilient, and educational. It is evocative, defiant, authentic, and community-oriented, using strong, emotional language to convey purpose, steadfastness, and cultural education, emphasizing collective action and inclusion.

Brand Values

• •Cultural Preservation & Reinvigoration
• •Resistance & Perseverance
• •Artistic Innovation & Modernization
• •Freedom & Justice
• •Community & Youth Empowerment

Best Practices

• •Anchor in the "Why": Every piece of copy, from a performance title to a social media caption, should connect back to the core values of cultural preservation, resistance, and justice. Always answer the question: Why do we dance? The answer is the foundation of the brand's voice.
• •Use Evocative, Action-Oriented Language: The copy should mirror the dynamism of the dance itself. Use strong verbs and sensory details. Instead of "we perform dances," use phrases like "we forge stories in motion," "the stage ignites with the spirit of Dabke," or "feel the thunder of our history."
• •Balance Tradition with Innovation: When writing about performances, explicitly mention the fusion of "traditional folklore" with "contemporary choreography." This reinforces the brand’s unique position as both a preserver of heritage and a modern innovator, appealing to a wider audience.
• •Emphasize Community and Collective Strength: Consistently mention that the troupe is volunteer-based and comprised of a large, diverse family of artists. This humanizes the brand, builds a strong sense of community with the audience, and highlights the value of unity.
• •Educate, Don't Just Announce: Frame every performance and workshop as an opportunity for the audience to learn and engage. Use copy to explain the meaning behind a dance, the history of a song, or the context of a production. This elevates the audience from spectators to participants in a cultural experience.

Social Perception

Overwhelmingly positive, viewing the troupe as cultural ambassadors, symbols of hope and resilience, powerful storytellers conveying complex themes through their dance, and agents of social change challenging taboos and asserting humanity.

Copy Examples

• •Feel the heartbeat of Palestine. Our new production, 'Zaff', is more than a dance—it's the story of a refugee camp brought to life through the thunder of the Dabke. It’s the spirit of a people, a declaration of existence, a dance of resilience. Join us for a night where rhythm tells our story. #ElFunoun #PalestinianDabke #CulturalResistance #DanceForLife
• •This is where the magic is forged. In our studio, every stomp is a statement and every movement is a memory. We are a family of over 200 volunteers, pouring our hearts into preserving and reinventing our heritage. This is not just practice; it’s perseverance in motion. Thank you for being part of our community. #ElFunounFamily #Palestine #CultureInMotion #Dabke
• •El-Funoun: 45 Years of Dancing Our Story. We are more than a dance troupe. We are the keepers of a flame, blending ancient folklore with contemporary expression to tell the enduring story of Palestine.
• •Keep the Dance of a Nation Alive. For decades, El-Funoun has survived on passion and resilience. Our stage is a platform for freedom, our dance a tool against erasure. Today, we ask you to join our circle. Your support allows us to remain independent and continue our mission: empowering youth and sharing Palestinian culture with the world. Donate today and become part of our legacy of resistance and art.
• •This is how we keep our culture alive. Stomp by stomp. The power of Dabke in 15 seconds!⚡️This is generations of Palestinian spirit. Want to learn? #DabkeChallenge #ElFunoun #Palestine #CulturalDance #Heritage