Positive Change - Social Good - Diversity, Equity & Inclusion

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2023 GOLD

Freedom

Dosy, a transformative social enterprise and a newcomer in the automotive sector, offered more than just unconventional transport to Egypt’s middle-to-lower-income women. In a tough economy with rampant street harassment, we provided Egyptian women FREEDOM from street fears in Cairo and Alexandria. Dosy encouraged women to embrace biking, a mode of transport unusual in Egypt, sparking organic discussions on social media. Thousands found freedom; their stories, amplified on social platforms, gained support from both genders, resonating organically in global and local media and highlighting the initiative's community-driven, organic nature.

Brand: Dosy
Client: Dosy
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2023 GOLD

The Name

As a part of Procter & Gamble’s ongoing efforts to address racial bias, P&G’s latest integrated campaign, “The Name,” showcases the importance of names, and demonstrates how meaningful gestures — like the simple act of learning someone’s name — can create a greater sense of belonging for the AAPI community in America.

Brand: P&G
Client: The Procter & Gamble Company
Agency: R/GA
Language: English

2023 SILVER

Unseen Tears

Home Centre wanted to promote adoption, including through fostering, in a market where the topic was a relatively unspoken one. Our insight was unseen: Human tears can express what words cannot; each tear has a unique topography that reflects the emotions that triggered them. And we launched “Unseen Tears”; an immersive art-driven experience brought the untold orphaned children’s stories to life through microscopic photography of human tears. Transforming traditional art exhibits into platforms, we propagated the stories of orphaned children and opened hearts and homes to adopt children.

Brand: Home Centre
Client: Home Centre
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English