In Saudi Arabia, educated professional women remain in the shadows. Women make up 60% of Saudi Arabia's university graduates, yet only 15% of their workforce.
Into the Spotlight
It’s time to shine the spotlight on women
“With the knowledge that many professions in Saudi Arabia continue to be male-dominated despite there being qualified women who have successfully entered male-dominated fields, we believe that now, more than ever, is the time for women to dare to step Into The Spotlight,” said Anne Radmacher, Global Brand VP, Lux – Unilever.
Lux and Wunderman Thompson Singapore found a way to put these women into the spotlight. The #IntoTheSpotlight campaign used Google Adwords to move women to the top of Google search lists by buying search results around male-dominated jobs.
"In just two weeks, I received over 40 new potential clients." – Najia Alfadl, Crossfit Trainer
Every week, more professions are added to the list.