2016 Winners & Shortlists

VOTE FOR US. WE'LL VOTE FOR YOU

Short List
BrandKAFA
Product/ServiceWOMEN’S RIGHTS NGO
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryCreative Effectiveness
Entrant Company LEO BURNETT BEIRUT, LEBANON
Advertising Agency LEO BURNETT BEIRUT, LEBANON

Brief Explanation

The Lebanese judiciary system never incorporated any kind of texts punishing domestic violence. After years of lobbying, a law against domestic violence drafted by the NGO Kafa was finally going to be proposed for voting in Parliament. Kafa came to us to help them put pressure on Members of Parliament. Women representing 52% of the voting force, we decided to threaten the MPs with the one weapon that could make a difference: OUR VOTES. We invited people to color their thumbs in red (instead of the voting “blue”) and threaten overtly: Vote for us, We’ll vote for you. We launched our campaign by a call for action that spread like wildfire. People from all walks of life joined our movement resulting in an unprecedented wave of participation that led to the passing of the law.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Executive Creative Director
Areej Mahmoud Leo Burnett Beirut Creative Director
Nada Abi Saleh Leo Burnett Beirut Managing Director
Caroline Farra Leo Burnett Beirut Creative Director
Lea Salibi Leo Burnett Beirut Creative Director
Christina Salibi Leo Burnett Beirut Art Director
Fabienne Weiszegger Leo Burnett Beirut Art Director
Ghassan Jawhar Leo Burnett Beirut PR Executive
Jean Georges Prince Leo Burnett Beirut Strategic Planner