UN Women ad series shows global sexism
Memac Ogilvy & Mather Dubai developed a series of creative ads which uses real Google searched to show the public the global tendency of dicrimination and sexism again women. The Google searches made on 9 March, 2013 and used in the ads show the negative attitude towards women’s rights.
“When we came across these searches, we were shocked by how negative they were and decided we had to do something with them,” says Christopher Hunt, Art Director of the creative team. The idea developed places the text of the Google searches over the mouths of women portraits, as if to silence their voices.
“The ads are shocking because they show just how far we still have to go to achieve gender equality. They are a wake up call, and we hope that the message will travel far,” adds Kareem Shuhaibar, copy writer.
This series of ads aims for strong reaction and hopefully for a change of people’s thinking. It raises also the urgent need of contunuing the efforts of changing the status quo and “making the case for women’s rights, empowerment and equality, a cause the organization is pursuing around the world.” Hopefully, people around the world will start speaking about this serious issue and things will change.
You can join the conversation on Twitter with a hashtag: #womenshould
Advertising Agency: Ogilvy & Mather, Dubai, UAE
Creative Director: Ramzi Moutran
Associate Creative Director: Sascha Kuntze
Art Directors: Christopher Hunt, Sabia Fatayri, Leonardo Borges
Copywriter: Kareem Shuhaibar
Retoucher: Ricardo Moreira
Credit: Memac Ogilvy & Mather Dubai
Thanks to Pawel Kuncewicz