2016 Winners & Shortlists

The Campaign

In Egyptian culture, many business owners take advantage of their talented employees; they end up giving them a bigger workload than they should handle, and pay them peanut. On the other hand, these employees push themselves to do all that they can to get their work done, in order for them to keep their jobs, in hopes for a better title and a higher salary. Their bosses end up depending on them too much to the point that they find themselves doing all the work. These men are more than capable of starting their own businesses and being their own boss, however, they lack the courage to take a step forward in doing so, and comfort themselves by calling it loyalty. Memmar El Morshedy launched affordable commercial units that could be used for opening stores or starting businesses. We decided to highlight the daily struggles one has to endure at work for the benefit of the business owner and not oneself to give people that extra push to start their own thing.