The campaign targets youth aged 18- 35, leveraging both online and offline interventions to encourage men and boys to equally participate in caregiving responsibilities and reduce the gender gap in time spent on unpaid care by 60 minutes in the Arab region.
22 Members of the Youth Advisory Group (YAG) selected from Egypt, Jordan, Morocco, Tunisia and Palestine co-developed the campaign and use their voices to define and amplify its messages.
A Glimpse of Hand in Hand Campaign’s Main Elements:
Hand in Hand Digital Platform:
The Hand in Hand digital platform is an action-oriented and youth-led space that aims to provide a digital space for tracking actions taken on unpaid care and where men can share personal caregiving stories and where women can also document actions their male family members to participate more in household and childcare responsibilities.
Screenshot from Hand in Hand Platform
Hand in Hand Campaign Social Experiment Videos:
We conducted a social experiment with families from Egypt, Jordan & Morocco. How do they share household and childcare responsibilities?
The three national social experiment videos filmed in Egypt, Jordan and Morocco served as the campaign’s flagship creative outputs, featuring families who partook household and childcare responsibilities challenging their own perceptions on care responsibilities.
Regional Video: Families from Egypt, Jordan & Morocco Share Home & Childcare Responsibilities
A Social experiment with families from Egypt
A Social experiment with families from Jordan
A Social Experiment with families from Morocco
An Animation Video Shedding Light on Unpaid Care Responsibilities in the Arab Region:
A Hand in Hand animation video highlights the often-invisible burden of unpaid care responsibilities borne by women and girls in the Arab region. Through a poignant and engaging narrative, we explore the impact of unequal distribution of care work on individuals, families, and societies. By shedding light on this critical issue, we aim to spark a regional conversation about the need for shared responsibility, policy change, and investment in care infrastructure to achieve gender equality and empower women and girls.
Campaign implementation in Jordan, Egypt and Morocco:
Cooking Challenge with men from Jordan on Youth Day, 12 August 2025. Photo: UN Women
Hand in Hand is grounded in strong partnerships with youth organizations and women’s CSOs working with young men and young women. National youth led CSOs are the main implementers of campaign at country level. Youth Leaders Foundation from Egypt, Core Consultant Network from Jordan and ATEC association in Morocco are implementing on ground activities of Hand in Hand focusing on engaging with community members in the discussion on unpaid care work in an action-oriented and interactive manner. For example: Interactive challenges on childcare and household responsibilities, storytelling activities, interactive theatre and university youth dialogues.
Stay Tuned for more and to join the conversation, follow #HandInHand and visit UN Women Regional Office Pages on: Instagram | Facebook | Twitter/X |LinkedIn
Contacts:
Rodrigo Montero Cano, Regional Programme Manager of Dare to Care, UN Women’s Regional Office for the Arab States, rodrigo.montero(at)unwomen.org
Alia Soliman, Youth Mobilization and Communications Specialist, Dare to Care regional programme, UN Women’s Regional Office for the Arab States, alia.soliman(at)unwomen.org
