It takes a great deal of time and concentration to spot the sole woman in the crowds of workers on these posters created by illustrators IC4Design and marketing agency DDB Dubai for UN Women in Egypt, but that's kind of the point. The campaign, titled “Finding Her,” was designed to draw attention to the lack of women in the Egyptian workforce, which is shockingly low at only 23%. It focuses on three important but particularly male-dominated industries; politics, science and technology. These images are rendered in Japanese duo IC4Design's hyper-detailed style, which strongly recalls the Where's Wally? puzzle books (Where's Waldo? to US poolers) by English illustrator Martin Handford. Readers are asked to strain their eyes to find the woman in each image, as they would have once searched for Wally in his distinctive red and white striped T-shirt. At the entry to each illustrated workplace (each storey teeming with men in suits or lab coats) is a sign with the UN Women logo. Above it is a caption tailored to the particular industry depicted. You can find all three below. It's a wonderful way to waste a lazy lunch hour, and it might just make you think a little about the inequality that is still rampant in certain parts of the world.
“Even though the percentage of women in the workforce is so low, the issue still goes largely unnoticed. By creating these elaborate ads that you really spend time looking at, we wanted to raise awareness for the cause” Firas Medrows, ECD at DDB Dubai
