2012 Winners & Shortlists

English Translation of Main Headlines

The Women’s Committee at RTA wants Emirati women play a more active and ambitious role in society. To help achieve their goal, we created an Arabic copy-based campaign with the message: “Change lies in your hands”. We identified four Arabic words that portray negative aspects of women’s status quo in society. By removing a dot or adding a letter, we transformed the negative words into positive that inspire action. Text translation: Word as visual: Haawiya (Unknown) becomes Hawiyya (Identity), when we lose just one letter. Headline: Remove whatever stands in your way.