In Egypt, women make up a concerning small part of the workforce. But even though, the issue goes largely unnoticed. So the objective with these print ads were to raise awareness and start a conversation regarding this glaring injustice. The target group was twofold. One, people in hiring positions, and two, women, to empower them to take action.
Solution & Cultural Context:
We played with fact that women is underrepresented in the workforce. That’s why we challenged the readers to find the woman in a sea of men across three important and up-and-coming industries in Egypt. By getting people to spend time looking for her, we conveyed our message of that it should not be this hard finding women at work.
Scale & Location:
The campaign ran in different popular monthly magazines in Egypt, such as Sehraya, Insight, Charisma and Ladybird.
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