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GEMS World Academy confronts the hidden hurdles women face for IWD 2022

GEMS World Academy, a GEMS Education school that follows the International Baccalaureate curriculum, launched Hidden in Plain Sight for International Women’s Day 2022. Comprising a social exercise for students created and filmed on-site at GEMS World Academy in Dubai, Hidden in Plain Sight pits boys vs. girls in a hidden obstacle race, ultimately demonstrating the hidden challenges girls and women face throughout their lives. The campaign communicates the school’s commitment to teaching girls and boys about gender equality from a young age.



Jonathan Bramley, Vice President Communication, GEMS Education 

Hfu Reisenhofer, Senior Manager Communications, GEMS Education

Agency: Memac Ogilvy Public Relations