An Ad Campaign Compelled Egyptian Men To Speak Their Mother’s Name

Speaking Your Mother’s Name In Egypt Can Get You Into Some Trouble

UN Women and Impact BBDO Dubai launched a powerful short film on March 21st aimed at Egyptian men who think it is taboo to speak their mother’s name. For men in Egypt and many other countries in the Middle East, there exists a taboo of not disclosing one’s mother’s name in public, if broken you might subjected to shame and ridicule. Often, many women have their names largely forgotten, and they are referred to as the mothers of their eldest sons.

The film asks its viewers to change their social media profile pictures to their mother’s names and spread word of the initiative using the hashtag #MyMothersNameIs.

“The right to one’s own name not being associated with shame or embarrassment is one step closer to equality, it is a basic human right.”-Fadi Yaish, regional executive creative director at Impact BBDO

Although the film was greeted with some negativity, the impact it had with the women of Egypt was immense. According to Yaish, in its first 48 hours online, the film received 1.5 million views on Facebook and YouTube, and over 4 million impressions on Facebook alone. Yaish says that the most shocking outcome was that women in the region felt empowered and spoke out across all media saying their names.

Source: AdWeek