2016 Winners & Shortlists

The Campaign

To make the campaign a success in terms of engaging minds, it needed to reach a wide audience and shared virally. We came up with a brilliant idea: Rreal-life prank video that used humor to engage its audience and convey the message with impact. The concept was based on Lebanese women known for their strong characters that mean they usually stand up for their rights in day-to-day life. The goal was to prick the consciousness of women, reminding them how their reactions to minor situations of unfairness pushes them to defend and claim their rights on bigger issues rather than simply accepting decisions society imposes on them. The video ends with the message that participation in decision-making is a right, and that women should take a stand (‘stand’ and ‘parking’ are the same word in Arabic, meaning the video ends on a serious note also with humor). We used hidden cameras to film real women parking their cars. After getting out of their cars, each woman was informed by a parking attendant (specially recruited) that they were forbidden from parking as the places were reserved for men. At the end, the women’s reactions are revealed, ranging from acceptance to anger.