Unilever Pledges to Tackle Gender Bias in Egypt with Radio Ad
Women working hard to make their way in the Egyptian labour market face a tough time. A woman is five times less likely to be hired than a man, despite having the same experience and qualifications.
That’s why Unilever has made a commitment to treating employees equally, regardless of gender, and removing any trace of gender bias from their hiring process. To promote this commitment, DDB Dubai created a radio ad that places with binaural sound design to great effect. Just make sure you listen with headphones on.
According to research, only 23% of Egyptian women participate in the labour market. According to the OECD (the Organization for Economic Cooperation and Development), in its Social Institutions and Gender Index 2014, Egypt is a country which ranks ‘very high’ when it comes to gender discrimination. There's a pool of untapped talent for businesses to engage with - and on a social level, UN Women states that increased female participation in the workforce is linked with economic growth - plus it benefits children, as households with economically-empowered women tend to spend money in a way that is better for the young members of the
