UN Women - "Give Mom Back Her Name"

Impact BBDO

Impact BBDO Dubai, United Arab Emirates

Awards

16527

This ad is part of the ACT Responsible Collection

Brand: UN Women
Country: Egypt

Advertiser: UN Women (GICC)

Title	Give Mom Back Her Name
Agency	Impact BBDO
Campaign	#MyMothersNameIs
Advertiser	UN Women (GICC)
Brand	UN Women
Date of First Broadcast/Publication	2015 / 3
Business Sector	Disease Awareness, Support Groups & Associations
Story	As a sign of appreciation for a lifetime of love, this Mother's Day thank Mom with one small gift: Give Mom back her name.Change your twitter profile picture to your mothers name and #MyMothersNameIs …. Let the world know she gave her all to raise you. For men in Egypt and in many other countries in the Middle East, there is a peculiar taboo of not disclosing one's mother’s name in public, lest her name become a subject of shame and ridicule in public forums. Over time, her name becomes forgotten and she’s only referred to as ‘The mother of her eldest son’. UN Women’s 'Give Mom Back Her Name’ initiative is simple yet powerful and aims to take steps to eradicate this taboo and giving mother’s in Egypt and the Middle East their names back in public fora. Mohammed Naciri, UN Women Regional Director, says, “ A woman's name should never be associated with shame or embarrassment - this mother's day, we are reclaiming that space and recognizing women for the incredible individuals they are, not only as the mother of her eldest son.” The initiative is created together with IMPACT BBDO Dubai and aims to open a larger conversation of women´s rights and gender equality in the Middle East and the world. While the region has many challenges to overcome to reach gender equality, such initiatives aim to change the fabric of society at community levels; including questioning cultural norms and ultimately striving towards building an inclusive, equal society.
Media Type	Web Film
Length	141 seconds
Executive Creative Director, Editor	Fadi Yaish
Art Director	Maged Nassar
Art Director	Tameem Youness
Graphic Designer	Mohamed Said
Typographer	Mahmmad Al Mahdy
Production Company	Bigfoot
Director	Maged Nassar
Director	Tameem Youness
Director of Photography (DOP)	Ahmed Tahoun
Post Production	Lizard Post Production
Copywriter	Aunindo Anoop Sen
Copywriter	Mohammad Nada