Find­ing Women in the Work­place shouldn’t be this Hard

ArabAd - - CONTENTS -

En­ti­tled "Find­ing Her", this press cam­paign cre­ated by DDB Dubai for UN Women Egypt aims to draw at­ten­tion on women's un­der­rep­re­sen­ta­tion in Egypt's work­force - specif­i­cally those up-and-com­ing sec­tors of science, tech­nol­ogy, and pol­i­tics. The cam­paign con­sists of three print ad­ver­tise­ments where the au­di­ence is chal­lenged to find via in­cred­i­bly-de­tailed il­lus­tra­tions the only woman in these three dif­fer­ent work­place set­tings. DDB Dubai has worked with award-win­ning duo from Hiroshima, Ja­pan, Ic4de­sign, known for their dense and fun land­scapes, which have been used in ad­ver­tis­ing, books, edi­to­ri­als and on­line. The Ja­panese duo came up with these strick­ing 'Where's Waldo'in­spired ad il­lus­trat­ing a multi-storey cross-sec­tion of a space sta­tion, a par­lia­men­tary build­ing and a re­search fa­cil­ity. Each im­age is adorned with a ban­ner stat­ing the cam­paign’s mes­sage: ‘Find­ing women in [tech­nol­ogy/pol­i­tics/science] shouldn’t be this hard. Let’s work to­gether for equal rep­re­sen­ta­tion in the work­place.’ The cam­paign re­port­edly ran in sev­eral mag­a­zines across Egypt and is al­ready be­ing shared on­line. In Egypt, women make up only 23% of the work­force. “Even though the per­cent­age of women in the work­force is so low, the is­sue still goes largely un­no­ticed. By cre­at­ing these elab­o­rate ads that you re­ally spend time look­ing at, we wanted to raise aware­ness for the cause,” says DDB Dubai Ex­ec­u­tive Cre­ative Di­rec­tor Fi­ras Medrows. Car­ried out by UN Women Egypt in re­la­tion to the 2017 theme of the In­ter­na­tional Women’s Day on 08 March “Women in the Chang­ing World of Work”, the “Find­ing Her” cam­paign falls un­der the um­brella of UN Women’s global cam­paign “Planet 50-50 by 2030 – Step it Up for Gen­der Equal­ity”, which calls upon gov­ern­ments to ad­dress the chal­lenges that are hold­ing women back from reach­ing their full po­ten­tial. Now get your mag­ni­fy­ing glasses and try find­ing the lone fe­male worker in these ads.

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