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Unilever Pledges to Tackle Gender Bias in Egypt with Radio Ad

lbbonline.com, 2 months ago

DDB Dubai demonstrates the problem with binaural experiment

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


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