Ogilvy's New Massive Anti-Violence Campaign in Saudi Arabia
Ryan Fowler — May 8, 2013 — Social Good
Ad agency Ogilvy created the first major anti-violence campaign in Saudi Arabia. The campaign is focused on condemning violence against women in the middle east. An anti-violence campaign like this is absolutely necessary considering Saudi Arabia ranked 131st out of 134 countries for gender parity in a recent report from the World Economic Forum.
The first ad that is set to be released in Saudi Arabia, created by Memac Ogilvy in Riyadh for the King Khalid Foundation, shows a woman with a black eye. The English version of the copy reads: “Some things can’t be covered: Fighting women’s abuse together.” This ad is extremely powerful; the imagery and copy are both disturbing and effective. We can only hope that the message is taken seriously by the masses and major changes are forced into action.
The first ad that is set to be released in Saudi Arabia, created by Memac Ogilvy in Riyadh for the King Khalid Foundation, shows a woman with a black eye. The English version of the copy reads: “Some things can’t be covered: Fighting women’s abuse together.” This ad is extremely powerful; the imagery and copy are both disturbing and effective. We can only hope that the message is taken seriously by the masses and major changes are forced into action.
Trend Themes
1. Anti-violence Campaigns - The rise of anti-violence campaigns against women in the Middle East is creating a disruptive innovation opportunity for ad agencies to create effective messaging around this issue.
2. Gender Parity Advocacy - Advocating for gender parity in traditionally patriarchal societies is presenting an opportunity for NGOs and advocacy groups to push for change.
3. Cultural Awareness Campaigns - Creating awareness campaigns targeted to specific cultural contexts, such as Saudi Arabia, is a disruptive innovation opportunity for advertisers and marketers.
Industry Implications
1. Advertising - The rise of anti-violence campaigns has presented a disruptive innovation opportunity for advertising agencies to create campaigns that effectively raise awareness and take a stance on social issues.
2. Nonprofit - Advocacy for gender parity is presenting an opportunity for nonprofit organizations to focus their efforts on campaign and awareness initiatives to make progress toward gender equality.
3. Public Relations - The creation of cultural awareness campaigns in traditionally patriarchal societies is presenting a disruptive innovation opportunity for public relations professionals to help their clients communicate with sensitivity and accuracy.
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