Finding women at work shouldn’t be this hard In Egypt, women make up only 23% of the workforce. To highlight this injustice, DDB Dubai created a print campaign for UN Women Egypt, titled “Finding Her”. In three ads, the readers were challenged to find the woman in technology, politics, and science, three up-and-coming industries in Egypt. The main message behind the campaign is to shed light on the importance of equal opportunities for Egyptian women to participate in the labor force and contribute to the development of the Egyptian society. These striking executions were illustrated by IC4Design, an awardwinning duo from Hiroshima, Japan. “Research shows that gender parity in the workforce can increase Egypt’s Gross Domestic Product (GDP) by 34%. So engaging women in the workforce does not only benefit the women and their families, but it also has great positive benefits for the country’s economy as a whole”, stated Jorg Schimmel, UN Women Country Director a.i. Commenting on the campaign, Firas Medrows, Executive Creative Director of DDB Dubai, says: “Even though the percentage of women in the workforce is so low, the issue still goes largely unnoticed. By creating these elaborate ads that you really spend time looking at, we wanted to raise awareness for the cause.”
Credits: Client: UN Women Egypt Agency: DDB Dubai Executive Creative Director: Firas Medrows Group Creative Director: Zahir Mirza Associate Creative Director: Hande Güler Art Director: Hande Güler Art Director: Andreas Schwitter Copywriter:Victor Haffling Copywriter: Iain Stewart Planner: Hend Raafat Illustrator: IC4Design Media Agency: OMD Cairo egypt.unwomen.org ddb.ae ic4design.com