2017 Winners & Shortlists

WHAT GIRLS CAN DO

BrandPROCTER & GAMBLE
Product/ServiceALWAYS
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryCreative Effectiveness
Idea Creation LEO BURNETT BEIRUT, LEBANON
PR LEO BURNETT BEIRUT, LEBANON

Brief Explanation

Always created a social experiment showcasing that women (after puberty) have a deflated image of themselves and their capabilities. While girls (pre-puberty) are not affected by preconceptions and self-imposed limitations. The social experiment raises awareness about women subconsciously letting go of their dreams. All this in the aim of 1) getting women to realize that with confidence they can still make a change and 2) get little girls to learn from the women’s mistakes. Through the hashtag (#???_?????) which translates into “woman and I can”, a collective spirit of empowerment was crated encouraging women to share stories and inspire each other. (Note: English hashtag was #GirlsCan) THE STRATEGY While girls around the world lose self-confidence at puberty, the above statistic proved that puberty is more life-changing in the Arab than elsewhere. Further research showed that the 1st period is a drastic change. She’s suddenly forbidden to play with her male cousins/neighbors, certain games become off limits and she’s treated like “a woman” by her family. She gets the idea there are things she should vs. shouldn’t do. The lack of confidence starts here. Subconsciously, these limitations transform into larger limitations, and big career dreams she once had start fading away. Our opportunity was to connect with women by raising awareness about this time of change. So A) women can realize the dreams they’ve subconsciously let go of and B) little girls can learn from the women’s mistakes. THE EXECUTION The film launched during an intimate event in Dubai with the presence of influential Arab achievers. The film pairs women versus girls asking them to remove items they don’t consider needed in a woman’s life. When a curtain is raised, we realize that the girls have kept all items while the women kept only items related to household chores and traditionally feminine professions. This moment and ensuing conversation made women realize they let go of their dreams due to lack of confidence and societal pressure. The social experiment premiered to selected influencers; becoming our primary supporters even after the campaign ended. The film caught fire opening discussions across all social platforms in the region; generating traffic to the film on YouTube. While the Facebook platform pushed content to many people and creating supportive conversation from women (and men). THE RESULTS • Purchase intent increased by 6%. Although not part of our objectives. • 11.7 million Unique views which is 70% of our target. • 47% Organic views; Exceeded industry standards by 480% • 166,943,033 social impressions which is more than 100% of our target. This is because influencers appropriated the cause as if it were their own. • 96% positive sentiment. This is the most gratifying result! Due to patriarchal society, taboo brand, sensitive topic, the expectation was that we’d have to fight on social media. Not only did we get limited negative comments, but girls took it upon themselves to boldly answer men that criticized the campaign.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Beirut Chief Creative Officer
Malek Ghorayeb Leo Burnett Beirut Regional Executive Creative Director
Youssef Naaman Leo Burnett Beirut Regional Operations Director
Rana Khoury Leo Burnett Beirut Creative Director
Fadi Bustros Leo Burnett Beirut Regional Communications Director
Zeina Joujou Leo Burnett Beirut Head of Planning
Tala Arakji MS&L / Leo Burnett Beirut PR Planning
Jad Jureidini Leo Burnett Beirut Digital Planning Strategist
Caroline Farra Leo Burnett Beirut Creative Director
Christina Salibi Leo Burnett Beirut Senior Art Director
Gabriel Abou Daher Leo Burnett Beirut Head of TV production
Marie Rose Osta Leo Burnett Beirut Agency Producer
Lama Bawadi Leo Burnett Beirut Senior Copywriter
Raissa Batakji Leo Burnett Beirut Communication Supervisor
Hala Samy Leo Burnett PR Director
Robyn Arys Leo Burnett Communication Manager
Shifaa Barakat Leo Burnett Senior Media Executive
Saria Francis Leo Burnett Community Manager
Mahmoud Shammout Leo Burnett Strategic Media Planner
Nader Naamani Leo Burnett Communication Manager
Camille Medawar Leo Burnett Beirut Community Manager
Amina Helal Leo Burnett Communication Manager
Dina Abou El Fetouh Leo Burnett Communication Manager