| Brand | UN WOMEN EGYPT |
| Product/Service | VIOLENCE AGAINST WOMEN IN EGYPT |
| Entrant | FP7/CAI Cairo, EGYPT |
| Category | Adapted Billboards and Outdoor posters |
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Entrant Company
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FP7/CAI Cairo, EGYPT
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Advertising Agency
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FP7/CAI Cairo, EGYPT
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Media Agency
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INITIATIVE Cairo, EGYPT
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English Translation of Main Headlines
This entry has a case film.
A campaign by UNWomen normalized assault like society does to provoke people to speak up.
Billboards showed a regular woman by day. “Once upon a time a princess loved a prince. Do you know this story?”
However, what women face behind closed doors changes the story. At night, when billboards get backlit, a back layer with bruises appear on her face, with the message: “violence against women is a crime punishable by law”, our campaign name ‘Speak Up’, and hotlines for complaints, changing the meaning of the story. It keeps repeating just like the cycle of violence, feeding on apathy.
Credits
| Ahmed Hafez Youness |
FP7/CAI |
Executive Creative Director: |
| Marwan Younis |
FP7/CAI |
Creative Director |
| Sandra Riad |
FP7/CAI |
Senior Copywriter |
| Mariam Ibrahim |
FP7/CAI |
Art Director |
| Reem Hashem |
FP7/CAI |
Graphic Designer |
| Marize Sami |
FP7/CAI |
Group Account Director |
| Ola El Adly |
FP7/CAI |
Senior Account Executive |
| Moustafa El Dabbagh |
FP7/CAI |
Planning Manager |