2012 Winners & Shortlists

Results and Effectiveness

Our Facebook page was viewed over 16,700 times in only 1 week. More than 1000 “female” facebook profiles changed their genders to “man”. Thousands of tweets and re-tweets were circulating. 57 regional and international blogs were covering this initiative. 1.2 million USD of free media coverage. (Stat - IPSOS) On 4/09/2011, i.e., 7 months after the start of the “No Rights No women” movement, The Honor Crimes Law was abolished. The Domestic Violence law is in final study by parliament.

Creative Execution

We asked women to add mustaches to their profile and change their gender, to become men. More than 1000 did it over night on their facebook pages. Facebook became our launching pad, displaying simplified versions of very complex and discriminatory laws. Those laws became status on different social networks. Thousands of tweets relayed the info and became posts that made the news on more than 57 blogs around the world. An online petition was circulated to change the laws. A hype started to be built on line with the help of different communities, they all became the reporters generating their own content.

Insights, Strategy and the Idea

We were approached by a group of Lebanese women fighting for women’s rights, to create a campaign for their new organization. By Lebanese law, men and women are not equal. Some laws are so discriminatory that they reduce women to “half citizens”. Lebanese women have no right to pass their nationality to their children. They have no custody rights. There is no law that protects women against domestic violence… If it takes a man to become a full citizen, so be it! We named both the movement and the campaign “No Rights, No Women”.