2009 Winners & Shortlists

The Campaign

Using a simple “kasra” accent to inspire Lebanese women to bring about gender equality in society.

Success of the Campaign

By encouraging the Lebanese to add the accent on words, it inspired them to change their reality by participating, as men and women, more actively in society. All in all, awareness on gender inequality was spread.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

An outdoor teaser campaign demonstrated how all men and women read words as being automatically addressed to men. The “kasra” accents on revealers twisted their meanings. This concept was adapted into a TVC and a radio spot. To reach the whole country geographically and all women demographically, a moving interactive billboard as well as posters were set up, whilst stickers were distributed, in rural and upscale areas, to engage the public and physically get them involved. The campaign also hit the digital circuit, through emails, Youtube, and Facebook, reaching the Lebanese internet population.