Dubai, UAE, 08 March 2023: Memac Ogilvy and GEMS Education have partnered for a second year on International Women’s Day to release a campaign addressing the pressing issue of negative self-talk among young girls. 

Filmed at the education leader’s GEMS World Academy — Dubai and featuring students from the school, the campaign centres on a striking two-part cinematic film that underlines the importance of recognizing, contextualizing and preventing self-criticism. The second part of the campaign will be released one week after International Women’s Day. The 2023 campaign comes one year after the pair released the award-winning campaign The Unwinnable Race, which used International Women's Day as a platform to discuss the hidden barriers facing women and young girls in society.