Believe it or not, according to CAPMAS women only make up 23% of the workforce in Egypt, despite the narrowing gender gap in education.
And of that percentage, the amount of women employed in the industries of science, high-tech and politics is nearly non-existent.
UN Women Egypt has found a clever way to demonstrate just how much of a minority women are with these Where’s Wally-inspired illustrations. But instead of finding Wally, DBB Dubai’s ”Finding Her” campaign for UN Women Egypt challenges us to find one woman across three major up-and-coming sectors in Egypt.
Try it for yourself:
The incredibly-detailed illustrations are by IC4Design - an award-winning duo from Japan, known for their dense and fun landscapes which have been used in advertising, books, editorials and online.
The “Finding Her” campaign falls under the umbrella of UN Women’s global campaign “Planet 50-50 by 2030 – Step it Up for Gender Equality”, which calls upon governments to address the challenges that are holding women back from reaching their full potential.
Given that the percentage of women in the workforce is so low, the issue goes largely unnoticed.
“By creating these elaborate ads that you really spend time looking at, we wanted to raise awareness for the cause,” says DDB Dubai Executive Creative Director Firas Medrows.
Any luck spotting the working woman in a male-dominated workplace?
Here she is in the high-tech sector:
Here she is in the science industry:
And here she is in the political field:
Women’s participation in the labour market in Egypt is among the lowest in the world. While young men (age 18-29) represent over 50% of the workforce, young women make up only 18.5%.
UN Women Egypt states that “whereas most men in the informal sector are either wage-workers or employers, women are primarily non-wage workers on farms or in a family business.” Essentially, of the 18.5% of working women, most are unpaid.
Hence, the organisation is working to create services that will enable women to have proper financial evaluation of their participation in the agricultural sector.
By Salma Thanatos Rizk