The abuse of women is a taboo subject in Saudi Arabia. Nobody really knows the statistics, but an estimated 92 per cent of married women are abused, although others believe the figure to be much lower. This is why Memac Ogilvy approached the King Khalid Foundation with the idea of bringing women’s abuse to the forefront and creating an awareness campaign in order to put the subject out there. With 51 per cent of the population being made up of youth, the idea is to speak to them directly and tackle a subject that has until now been swept under the carpet.
Project Some things can’t be covered
Client King Khalid Foundation
Creative agency Memac Ogilvy Riyadh
Chief creative officer Ossama El-Kaoukji
Creative director Scott Abbott
Art director Scott Abbott
Copywriters Scott Abbott, Jimmy Youssef
Photographer Ali Riffai
Account manager Abdulrahim Bukhmssin
