In Egypt and many other countries in the Middle East there’s a social taboo of not saying one’s mother’s name in public, for fear of shame and ridicule. This two-minute video, produced by UN Women and Impact BBDO Dubai for Mother’s Day in the Middle East, which was on March 21, encourages men and boys to Give Mom Back Her Name, and put an end to this cultural dictate.

“The right to one’s own name not being associated with shame or embarrassment is one step closer to equality,” says Fadi Yaish, regional executive creative director at Impact BBDO. “It is a basic human right.”

According to UN Women

The Give Mom Back Her Name initiative is a simple yet powerful one that aims to eradicate this taboo and give mothers in Egypt and the Middle East their names back in public fora. The campaign urges people to show their appreciation for a lifetime of love with one small gift: Give Mom back her name. Change your Twitter profile picture to your mother’s name and #MyMothersNameIs …. Let the world know she gave her all to raise you.

Mohammed Naciri, UN Women Regional Director, says, “ A woman’s name should never be associated with shame or embarrassment – this mother’s day, we are reclaiming that space and recognizing women for the incredible individuals they are, not only as the mother of her eldest son.”