DDB DUBAI
GROUP CREATIVE DIRECTOR & WRITER
UN Women Egypt approached us with a problem that needed urgent attention. According to its latest statistics, women made up only 23% of the professional workforce. A statistic that had remained stubbornly the same for the last decade. So we decided to draw attention to this problem in a way that was engaging, thought-provoking and devoid of soppy emotion, the path CSR campaigns quite often take. So we created a series of intriguing social posts (inspired by Where’s Wally) that lured viewers in. And in doing so they organically shared our campaign far and wide. The Finding Her campaign drew wide acclaim but more importantly got a discussion underway about the lack of representation of women in Egypt’s workforce.
