An innovative cultural campaign is working to correct years of misperceptions that have pervaded the international community concerning Middle Eastern women through storytelling on multiple levels. Initiated by a professional from Belgium, “Min Al Qalb,” which in Arabic means “From the Heart,” is an independent initiative for storytelling featuring the lives, successes, and experiences of Middle Eastern women residing all across Saudi Arabia and the Gulf. Min Al Qalb platform
The idea was conceived by Van Pollaert when visiting Saudi Arabia for the Formula One Grand Prix held in Jeddah. She expected to witness an environment where the atmosphere depicted by Western media prevails, but instead, she saw lively places full of energy and feminine independence.
Her perspective deepened after a chance encounter with Saudi archer and mountaineer Nouf Almulaik, whose drive and high-altitude achievements highlighted a stark disconnect between external perceptions and local realities.
Frustrated by international media’s focus on legacy tropes and a general lack of interest from European outlets in nuanced coverage, Van Pollaert launched the platform to document these contemporary realities herself. The initiative expanded from a personal friendship into an organized effort to build cross-cultural understanding.
To date, Min Al Qalb has documented the lives of more than 40 women across 10 countries. High-profile figures featured on the platform include Rayyanah Barnawi, Saudi Arabia’s first female astronaut; Nada Alrasheed, the Kingdom’s first full-time female freediver and World Championship record holder; and Princess Sarah bint Bandar, Executive Director of the International Dates Council. Beyond high-profile achievers, the project deliberately highlights everyday women driving progress across diverse fields.
Rejecting corporate sponsorships and mass production techniques, Van Pollaert deliberately maintains an organic approach. Profiles are built through authentic personal connections, shared meals, and informal conversations rather than formal press junkets.
To engage international readers, the project uses Instagram as its primary publishing channel. Each entry combines custom digital illustrations with personal photographs and direct quotes. Van Pollaert notes that leading with artistic illustrations provides a welcoming visual entry point, evoking an immediate positive response from audiences before they engage with the detailed written profiles.
By shifting focus away from sensationalized headlines and focusing on individual lived experiences, Min Al Qalb offers a nuanced view of the modern Gulf. The initiative highlights how authentic human connections can bridge cultural divides and reshape global understanding of Saudi society. Turk Business News
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