Give mom back her name is an integrated campaign with key Direct elements at its core, across different phases.
The campaign began with on-ground interviews conducted across Cairo. After the launch of the campaign, debates and discussions were held at schools, community forums and streets across Egypt. At a subsequent stage, we filled the streets of Cairo with posters to
amplify the campaign. Men, women and celebrities created user generated content across Egypt.
Creative Execution
Before Mother's Day, we went down the streets of Cairo and asked men one simple question - 'What's your mother's name?" We took our findings from the streets and launched a film on social media, to begin an initiative for the men of Egypt starting Mother's Day, to
'Give mom back her name'.
Our strategy was to first seed the film online from where it would subsequently be picked up and spread across every corner of the nation by Egypt's mass media and on social blogs. This would create a ripple effect of awareness across the Middle East and beyond.
Results
Every leading newspaper and TV channel in Egypt, the Middle East and the world covered the issue, debated the stigma and spread the
message.
Most importantly, they took the debate to the nerve centers of Egypt – The Schools, Community Forums and the Streets.
Women and Gender Equality groups joined the conversation. Scores of Egyptian men, women and leading celebrities, questioned the stigma and revealed their mother's names proudly in public.
The most unexpected result however, was not only that men gave mothers the right to their names, but that mothers stood for their rights themselves, for the first time.