Brand | ABAAD |
Product/Service | GENDER EQUALITY NGO |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Interactive Experiences |
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
|
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.
Write a short summary of what happens in the ambient or digital execution or campaign.
Innovative and interactive outdoor channels are at the heart of our campaign as we aim to push the rape taboo from behind closed doors and publically expose rapists.
We launch our social experiment where we document people’s real reactions to a rape victim in Beirut’s streets.
The film sparks national outrage as we trigger our influencer program to fuel the debate. This encourages rape survivors to publicly face their rapists as we graffiti their facial composites and plaster them across the city walls, finally putting the shame where it belongs.
We then hijack Beirut Marathon, where rape survivors refuse to run and face their rapists in Lebanon’s most mediatized outdoor event.
Finally, we create an immersive play where people relive the real stories of rape survivors reenacted in a Lebanese house that represents the safest place a woman can feel, where unfortunately most assault cases take place.
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 |
Roy Khachan |
MSL Beirut |
PR & Communication Executive |
Links
Video URL