Project: Women Empowerment
Client: National Council for Women (NCW) - United Nations Population Fund (UNFPA)
Advertising Agency: Bluebox Egypt
Managing Director: Haitham Nassar
Account Manager: Dalia Ali - Salma Cherif
Art Direction & Graphic Design: Ahmed M. Elassi - Hesham Mohamed
Photography: Dina Mehanna - Hesham Mohamed
Communication Objective:
Empowering Egyptian women and addressing their major problems in the society.
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Creative Direction:
Representing the stations of the Egyptian woman's life as the metro stations, combined in a line map, and in each campaign we address one of the stations.
The campaign tagline is حياتك محطات, متخليش محطة توقفك
And for the messages targeting the man we tell him حياتها محطات, متخليش محطة توقفها
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Art Direction:
Using isolated manipulated imagery of shocking and strong ideas in each visual to create the only contrast through the key visual.
Each visual to contain the woman's life stations' line map, pinned out the campaign's title.
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Campaigns:
Harassment - Work - Birth Control - Early Marriage.
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Demographics:
Gender: women (primary) - men (secondary)
Age: 16-35
Social class: C & D
Education: basic education - students - graduates
Geographical location: greater Cairo
Photoshoot
Campaign Key Visuals
Harassment Campaign
Work Campaign
Early Marriage Campaign
Birth Control Campaign
Execution in metro stations
The woman is half the society,
start with yourself, support woman rights.
