UN Women: Behavioral Change Campaign on Social, Economic and Legal Empowerment of Egyptian Women

Deadline: 20 February 2017

The United Nations Entity for Gender Equality and the Empowerment of Women (UN Women) is seeking proposals for the “Production of the Second Phase of Multi-Dimensional Behavioral Change Campaign on Social, Economic and Legal Empowerment of Egyptian Women”.

The concept of the campaign should be focused on women’s productivity and show the value that women bring when actively engaged in the economy. The second phase should focus on behavioral change to reach out to the general public and address challenges that women are faced with, which hinder their participation in the economy.

Objectives

In order to reach the optimal results and communicate clear messages to the target audience, the PSAs should build on the Taa Marbouta branding and positioning package based on a general core principle which will address the women with a holistic approach as the project tackles several challenges and proposes a number of solutions and models. Women and Girls are the anchor of the campaigns and all the presented challenges/solutions/components are based around the concept of changing the paradigm of the Egyptian society (individuals and groups) towards women in Egypt through a number key messages including;