2009 Winners & Shortlists

Results and Effectiveness

Wherever the big word and empty “kasra” was transported, it received an excited gathering. People would step up to physically change the word by adding their “kasra”, and contributing side by side to the bigger picture. As for the posters, none were left without a filled in “kasra”, whether with a sticker or by other creative means. The meaning behind literally changing the word empowered them to actually change their reality with their own hands.

Creative Execution

The campaign was typographic and minimalistic in nature. This served to accentuate the red “kasra”, which became the bold symbol of women empowerment. To reach the 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. We wanted to get people to use and literally take the “kasra”, “take the habit of getting things moving”.

Insights, Strategy and the Idea

The Hariri Foundation wanted to address the imbalance of gender roles in Lebanese society, through their “Women Empowerment Program”. Te Agency chose to do so by tackling gender inequality in the Arabic language. Spoken and written words in the media which would otherwise be addressed to men by default, were altered with a “kasra” accent, making them addressed to women. This was extremely relevant to the client which had been heavily researching the depiction of women in the media. With a call for action line that encouraged women to “make your mark”, the target audience that included every Lebanese woman from every possible demographic, was inspired by such a simple idea. The meaning behind literally changing the word empowered them to actually change their reality with their own hands.