UN Women: Give Mom back her name

This case study looks at a campaign from UN Women that took place in Egypt to disrupt the peculiar local taboo that prevents men from saying their mothers' names.

UN Women / Give Mom Back Her Name

Agency: Impact BBDO

Before Mother's Day, we went down the streets of Cairo and asked men one simple question: 'What is your mother's name?' The men refused to tell us.

This was because of a peculiar taboo where Egyptian men never disclose their mother's names in public, fearing they could be shamed or ridiculed.

So much so that mothers' names are forgotten over time and they are only referred to as 'the mother her eldest son'.

We took our findings from the streets and launched a film on social media to...

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