Children of Female Prisoners' Association / Egypt / 2022Digital & Tech · Creative Commerce
Breakchains with Blockchain.
An NFT collection in which each artwork told the story of an Egyptian woman jailed over a small unpaid debt, priced at exactly what it would cost to set her free.
- Brand
- Children of Female Prisoners' Association
- Agency
- Horizon FCB Dubai
- Market
- Egypt
- Region
- MENA
- Year
- 2022
The challenge
In Egypt, tens of thousands of women are sent to prison every year for failing to repay loans of only a few hundred dollars, according to Horizon FCB. They are known as Al Gharemaat, 'the fined'.
The idea
The agency worked with artists around the world on a collection of NFTs for the Children of Female Prisoners' Association, each telling one woman's story and why she was sentenced, and each priced at the amount needed to clear her debt and free her. The collection launched on Mother's Day in Egypt, 21 March 2022.
Results
- Three mothers were released on launch day with money raised from the NFTs, according to the agency
- Every NFT in the first drop sold and 17 women were freed, according to the agency's release on its Cannes wins
- 60 members of Egypt's parliament signed a petition to change the law, according to the agency's Cannes release (its D&AD entry calls it a bill)
Case study source: Communicate Source ↗
Awards
- Clio Awards 2023Clio Awards / Digital/Mobile & Social Media Craft / Illustration/Image DesignBronze
- Clio Awards 2023Clio Awards / Partnerships & CollaborationsBronze
- Clio Awards 2023Clio Awards / Design Craft / IllustrationBronze
- Clio Awards 2023Clio Awards / Creative Commerce / E-commerceGold
- Cresta Awards 2022Creative E-commerceGold
- Cresta Awards 2022The FutureGold
- Cresta Awards 2022Digital Craft – Innovative New TechniquesGold
- Cresta Awards 2022The Media Magic AwardSilver
- Cresta Awards 2022DirectBronze
- Cannes Lions 2022Creative Commerce – A09 NOT-FOR-PROFIT / CHARITY / GOVERNMENTSilver
- Cannes Lions 2022Media – B08 USE OF DIGITAL PLATFORMSSilver
- Cannes Lions 2022Digital Craft – B03 PERSONALISED STORYTELLING & EXPERIENCESilver
- Cresta Awards 2022Digital Craft – Outstanding Digital IllustrationGold
- Cresta Awards 2022The 'Wish We'd Thought of That' AwardSilver
- Cresta Awards 2022The #OMG AwardBronze
- D&AD 2023: Wood Pencils in Commerce for Purchase Experiences and Cultural Experience
- Gerety Awards 2023: Silver in Work for Good and Media, as reported by Campaign Middle East
Credits
- Production
- Film DNA
- Director
- Dina Abdelraheem
- Illustration
- Black Madre Atelier and Zombie Studio
