After the launch of the Cannes Glass awarded campaign “Give Mom back her name”, created in 2015 under the Impact BBDO signature, the idea of challenging language expressions as reflection of society mentalities, is resonating until nowadays, although in a different key.
While the campaign designed for UN Women spoke about the Egyptian tradition of keeping silent the mother’s name, the 2019 campaign designed by Grey UAE for An Nahar, an arab leading newspaper, is relating to Lebanese tradition to call “sister of man” to a woman. The idea was to challenge this patriarchy-rooted concept and switch it into “brother of woman”, while addressing men, to emphasize the contrast.
While campaigns like this will not change timeless social routines over night, they are certainly touching a nerve and generate the germs for the long-term mentality shift.
CREATIVITY NATIONSBEYONDCLICHES MIDDLE EAST UAE FREEDOM GENDER EQUALITY LOVEANDLOBBY