The Womanity Foundation Case Study
Womanity
TBWA\RAAD Dubai
Overview
Womanity is a non-profit foundation that was established to accelerate gender equality and support Arab women across the world. They launched a 10 episodes show on “Khateera” youtube channel called “Smi’touha Menni” – each episode focused on a particular topic such as:
The value of women, sexual harassment, child marriage, parenting, honor killings, masculinity, gender & health, violence, periods, and women in the workplace.
We developed a campaign, creating controversial statements with an aim to kick-off a discussion, which would ultimately help spread awareness around these taboo topics in the Middle East and spark debate and conversation online.
A 360-degree activation was led by key Influencers and opinion makers across the Arab world,leveraging their strong profiles and respective social media platforms to initiate a discussion with their followers while shining the lights on highly sensitive topics impacting thousands of people across the Middle East.
Awards
2020 \ MEPRA Awards \ Silver
2021 \ PRCA Best Digital Campaign
2021 \ PRCA Best CSR Campaign
