UN Women: Give Mom Back Her Name [image]

Credits & Description:

Brand: UN Women
Product: UN Women
Business sector: Public Service/Fundraising/Charity
Target: Egypt · Europe, Middle East & Africa
Agency: Impact BBDO Dubai
Agency Art Director: Maged Nassar, Tameem Younes
Brand Representative (Client): Sarah Brun, Emad Karim
Designer: Mohamed Said
Digital Agency/Production Company: Bigfoot
Director: Maged Nassar
Executive Creative Director: Fadi Yaish
Photographer: Tameem Younes
Writer: Aunindo Sen, Mohammad Nada
There Exists A Peculiar Taboo In Egypt, Where Men Never Disclose Their Mothers Names In Public, Fearing They Could Be Shamed Or Ridiculed. So Much So That Mothers Names Are Forgotten Over Time, And They Are Only Referred To As ‘The Mother Of Her Eldest Son.’ Starting Mothers Day, Un Women Wanted Men Across Egypt, To ‘Give Mom Back Her Name’ With The Hashtag #Mymothersnameis
The Strategy: Our Strategy Was To Target Males In Egypt. They Were The Primary Agents Of The Change. Our Secondary Target Were Mothers Who Would Subsequently Become More Conscious Of The Taboo That Surrounded Their Name. Before Mothers Day, We Went Down The Streets Of Cairo And Asked Men One Simple Question - ‘What Is Your Mothers Name? We Took Our Findings From The Streets And Launched A Film On Social Media, To Begin An Initiative For The Men Of Egypt Starting Mothers Day, To ‘Give Mom Back Her Name’ With The Hashtag #Mymothersnameis
The Execution: Our Strategy, As Planned, Was To First Seed The Film Online From Where It Would Subsequently Be Picked Up, Leveraged And Spread Across Every Corner Of The Nation By Egypts Mass Media And On Social Blogs. This Would Create A Ripple Effect Of Awareness Across The Middle East Region And Beyond. To Amplify This Sentiment From Social And Mass Media And Create On-Ground Momentum, We Filled Cairo With Interactive Posters Where People Wrote Their Moms Names.
The Result: Every Leading Newspaper And Tv Channel In Egypt, The Middle East And The World Covered The Issue, Debated The Stigma And Spread The Message. But Most Importantly, They Took The Debate To The Nerve Centers Of Egypt – The Schools, Community Forums And The Streets. Women And Gender Equality Groups Joined The Conversation. 2nd Most Shared Film On Facebook Worldwide In Less Than 24 Hours-Mashable 118 Million Regional Twitter Impressions 315 Million Regional Facebook Impressions The Most Unexpected Result However, Was Not Only That Men Gave Mothers The Right To Their Names, But That Mothers Stood For Their Rights Themselves.