Can an Ad Campaign Get Egyptian Men to Speak the Names of Their Mothers?

UN Women targets a taboo

Stripping away someone's name goes a long way toward dehumanizing that person. UN Women and Impact BBDO Dubai poignantly drive home that point in a two-minute film that was timed for Mother's Day in the Middle East on March 21.

"Give Mom Back Her Name" shows on-the-street interviews with various Egyptian men. Keeping with local custom, they refuse to speak their mothers' names in public. (For men in Egypt and many other countries in the Middle East, there is a peculiar taboo of not disclosing one's mother's name in public, lest it become a subject of shame and ridicule.)

A young guy leaning out of a car window explains, "We feel it could bring us ridicule and embarrassment."



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