Brand | ABAAD |
Product/Service | GENDER EQUALITY NGO |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Viral Film |
Idea Creation
|
LEO BURNETT BEIRUT, LEBANON
|
Media Placement
|
LEO BURNETT BEIRUT, LEBANON
|
PR
|
LEO BURNETT BEIRUT, LEBANON
|
PR 2
|
MSL BEIRUT, LEBANON
|
Production
|
ROAD 2 FILM Beirut, LEBANON
|
Write a short summary of what happens in the film.
We collaborated with Manal Issa, a renowned actress and activist – who played the role of a rape victim walking down the streets of Beirut. For better credibility, Manal’s role, acting and initial script were inspired by interviews we had conducted with real rape survivors.
Through the help of our producers on-ground, and through hidden cameras placed on top of neighboring buildings and in cars across the street, we were able to capture the real reactions of people.
Only few people offered to help Manal, whereas the majority of passersby – men and women – judged, slut-shamed and blamed her for what happened. The social experiment captured what we needed to expose the culture of shaming and break the rape taboo in Lebanon.
Cultural/Context information for the jury.
The Lebanese society is deeply rooted in patriarchy to the point of shaming and blaming women who are victims of rape. People criticize the way the victim dresses, the way she looks, her actions, etc… Victims of rape are accused of being at fault and called names. A very common Lebanese word used when “accusing” a rape victim is "Feltene" which means someone who is morally loose. Victim blaming is the main reason women do not report rape cases in Lebanon fearing scandal and stigma.
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 |
Jo Chemaly |
MSL Beirut |
Managing Director |
Rana Khoury |
Leo Burnett Beirut |
Creative Director |
Christina Salibi |
Leo Burnett Beirut |
Associate Creative Director |
Lea Salibi |
Leo Burnett Beirut |
Creative Director |
May Chaker |
Leo Burnett Beirut |
Communication Supervisor |
Samer Chamata |
Leo Burnett Beirut |
Communication Manager |
Farah El Beaini |
Leo Burnett Beirut |
Senior Communication Executive |
Lama Bawadi |
Leo Burnett Beirut |
Senior Copywriter |
Sara Egavian |
Leo Burnett Beirut |
Art Director |
Christopher Nehme |
Leo Burnett Beirut |
Communication Manager |
Zeina Mokdad |
Leo Burnett Beirut |
AV Production Manager |
Elias Achkar |
Leo Burnett Beirut |
AV Producer |
Philippe Araman |
Leo Burnett Beirut |
Regional Digital Director |
Jennyfer Harb |
Leo Burnett Beirut |
Digital Palnner |
Annie-Rita Kassarjian |
MSL Beirut |
Junior Communication Executive |
Mariam Shour |
Leo Burnett Beirut |
Junior English Copywriter |
Lama Assaf |
Leo Burnett Beirut |
Art Director |
Rania Waked |
Leo Burnett Beirut |
Digital Director |
Layla Gaussin |
MSL Beirut |
Junior Communication Executive |
Maia Sahyoun |
MSL Beirut |
PR Executive |
Links
Video URL