You Have to See This Domestic Abuse Billboard Stopping Traffic in Cairo
Egypt is no stranger to domestic violence and emotional abuse and it’s unfathomable that until this day we are not shedding enough light on this crisis occurring in Egyptian households. Victims of violence are afraid of speaking the truth, never stand up against the exploitation, continuously allow people to hurt them because they simply do not know how to survive without them and, what’s even worse, we see it happening to the ones we love and we are too afraid to ask.
I would unquestionably say that today is one of the most glorious days I’ve had this month because I’ve seen a billboard in the streets that doesn’t brainwash us into buying a million Egyptian pound studio in a self-contained and fictional compound, Boogie and Tamtam and some redundant nostalgic emotional manipulation or a happy junk meal that will only leave me starving and drooling in the car.
Finally, a brilliant billboard appears on 6th October bridge of a woman living the fairy tale in daylight but with a splash of reality painted all over her face in the dark. Marwan Younis, Creative Director at FP7 Cairo, proudly posted his team’s latest work for UN Women on social media and it has already gone viral.
About time if you ask me, as according to the 2005 Egypt Demographic and Health Survey (EDHS), 47% of married women have reported that they have experienced physical violence as young as the age of 15. The highest violence rates were shown in the province Qalioubia (61%) and lowest in the Suez Governorate (16%).
UN Women has been known to address violence against women for years by collaborating with governments for national action plans to adopt and enact legal reforms aligned with international human rights standards.
Credits:
Client: UN Women
Marwan Younis: Associate Creative Director, FP7 Cairo
Sandra Riad: Senior Copy Writer, FP7 Cairo
Mariam Ibrahim: Art Director, FP7 Cairo
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