DDB DUBAI
GROUP CREATIVE DIRECTOR & WRITER
In Egypt, women make up just 23% of the professional workforce. A statistic that has remained stubbornly the same for last couple of decades. UN Women Egypt wanted to raise widespread awareness of this problem. So we created Finding Her. A social engagement campaign that drew attention to the issue in a thought provoking manner while avoiding the trappings of soppy emotion and tear- jerker hard sell, which quite often is the path taken. Inspired by Where’s Wally, we lured viewers into the campaign which in turn drove social engagement and fervid discussions around the lack of representation of women in Egypt’s workforce.
