#BADDERABBEEK “(#IWillTeachYouALesson)”
Brand | UNICEF LEBANON |
Product/Service | NON-GOVERNMENTAL ORGANIZATION |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Charities & Non-profit |
Idea Creation
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LEO BURNETT BEIRUT, LEBANON
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Media Placement
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LEO BURNETT BEIRUT, LEBANON
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PR
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LEO BURNETT BEIRUT, LEBANON
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PR 2
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MSL BEIRUT, LEBANON
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Production
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LEO BURNETT BEIRUT, LEBANON
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Production 2
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PRODIGIOUS MIDDLE EAST Beirut, LEBANON
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Write a short summary of what happens in the film.
We had put children and parents in an un-scripted experiment to prove our point.
The social experiment starts by stating that “Children from all parts of Lebanon were invited to play the role of their parents in acting workshop”. We asked the children to show us, in an entirely unscripted approach, how do parents Love/Support but most importantly educate. Sadly, and to our lack of surprise, the children started to show violent behaviors (both physical and verbal) when prompted about education. They had confirmed that the definition of education for them is corrupted. Two words in Arabic: Badde-Rabeek, which are supposed to mean “I want to educate you” are exclusively used as “I want to teach you a lesson”. The social experiment ends with a call for reform from the children to Lebanese/Arab parents at large.
Cultural/Context information for the jury.
Lebanon is known to be lenient when it comes to coercive educational methods. We have institutionalized and normalized the use of violence. This is particularly true when it comes to children’s education. There are many reasons/triggers/causes that have helped develop this cult of violence against children in the country. We know that more than half the population employ violent methods, our data shows than even more people think violent educational methods could actually be effective. It didn’t take research-by-numbers to get to our insight, if you live long enough in the country the insight will jump right in front of you: The Lebanese have corrupted the usage of our language when it comes to education.
We exclusively employ two words #BADDE-RABBIK in a negative and threatening way.
These two words should mean “I WANT TO EDUCATE YOU” mean in fact “I WANT TO TEACH YOU A LESSON/HARM YOU”.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Beirut |
Executive Creative Director |
Nada Abi Saleh |
Leo Burnett Beirut |
Managing Director |
Rana Khoury |
Leo Burnett Beirut |
Creative Director |
Jo Chemaly |
MSL Beirut |
Managing Director |
Diego De Aristegui |
Leo Burnett Beirut |
Account/Planning Director |
Youmna El Asmar |
Leo Burnett Beirut |
Planning Director |
Manal Nagi |
Leo Burnett Beirut |
Creative Director |
Lama Bawadi |
Leo Burnett Beirut |
Senior Copywriter |
Christian Manasci |
Leo Burnett Beirut |
Senior Copywriter |
Rami Rikka |
Leo Burnett Beirut |
Art Director |
Rawan Badr |
Leo Burnett Beirut |
Digital Community Manager |
Gaelle Feghali |
Leo Burnett Beirut |
Communication Executive |
Yara Basbous |
MSL Beirut |
PR Executive |
Despina Memarogli |
Leo Burnett Beirut |
Art Director |
Jennyfer Harb |
Leo Burnett Beirut |
Digital Palnner |
Links
Video URL