GENDER & CULTURE
Despite being a 3000 year old civilization, there exists a peculiar taboo in Egypt, where men never disclose their mother’s names in public, fearing they could be shamed or ridiculed. So much so, that mother’s names are forgotten over time, and they are only referred to as ‘the mother of her eldest son.’To have someone take your name away from you, no less your own son, stands against gender equality and human rights in a modern and progressive society.Starting Mother’s Day, UN Women wanted men across Egypt, to ‘Give mom back her name’. We went down the streets of Cairo and asked men one simple question – ‘What is your mother’s name?We took our findings and launched a film on social media with the hashtag #MyMothersNameIs, to begin an initiative for the men of Egypt starting Mother’s Day, to ‘Give mom back her name’.It was picked up, leveraged and spread across every corner of the nation by Egypt’s mass media and on social media. This created a ripple effect of awareness, with Arabs debating the stigma across the world, which paved the way for debates on-ground in Egypt, at schools, community forums and the streets.
Agency – IMPACT BBDO