TAXILA: Award-winning British photographer of Pakistani origin wants to explore the rich potential of rural women of Pakistan and launch programmes for them through digitalisation, which were within their respective cultural norms.

Samaya Sharif, who originally belongs to Kamra, is visiting Pakistan these days.

She has made a name not only of Attock but Pakistan as well at the global level through her talent in the field of photography. Her work in the field of filming and photography span over 20 years. Besides she has worked with professionals from fashion to sports, which earned her the photographer of the year award.

“I want to help women to support their families through proper utilisation of artificial intelligence (AI) and digital media by using their mobile phone and home PC without going to any work place,” Ms Sharif said while talking to a group of journalists.

“Working with men is generally frowned upon in the rural areas, therefore, I am working on a platform where the rich potential of Pakistani rural women can be explored and then transformed into means to earn revenue, she said.

“However, my first priority is to bring to the fore the talent of Pakistani women that has remained hidden due to social and religious customs,” the award-winning photographer said.

The Global Gender Gap Index Report 2022 ranks Pakistan at 145 out of 156 countries in terms of women’s economic participation and opportunity which means that women participation is the lowest, she said, adding that, “I want to unlock Pakistani women’s potential and empower them through different means without disturbing their social, cultural and religious barriers”.

“Promotion of Pakistan’s soft image through pictorial books is my second passion; I want to showcase the country’s unique climate, nature, cultures, people, customs, arts, cuisines, festivals, old historical buildings and sites,” she said.

The British photographer was of the view that Pakistan had huge tourism potential due to its immense geographical beauty with an equally rich and diverse tapestry of cultural position, distinctive customs, interesting languages, climate peculiarity, exclusive arts and craft.

She went on to say that Pakistan was home to some of the oldest civilisations in the world, which she had promoted in her book.

She said artistic genes were in her soul and she started off with oil paintings and pencil sketches before moving on to the camera.

“I started my professional career with only a camera and single lens but today my kit is worth more than 50,000 pounds; all this I acquired through my work,” Ms Sharif said.

Published in Dawn, November 12th, 2023