#SAFETYFORSAFEKEEPERS- BAKLAVA GOT LEGS
Brand | ABAAD RESOURCE CENTER FOR GENDER EQUALITY |
Product/Service | GENDER EQUALITY NGO |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Excellence in Partnerships in Talent |
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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MSL BEIRUT, LEBANON
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Production
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LEO BURNETT BEIRUT, LEBANON
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Why is this work relevant for Entertainment?
Through a co-created video content with a Rising Lebanese performer and visual storyteller, we opened the debate, in the whole region, depicting patriarchy in a very daring approach. The video that was produced and shot in an interruptive and proactive style hijacked the conversation for a week, becoming viral in less than 48 hours, where it triggered an online debate on women’s safety.The public outrage created by this video allowed women to come forward & speak up. It also created a safe space for the talent herself who was able to speak about her experience as an Arab woman.
Background
Today, more than ever women are playing a crucial role in Lebanon, from being at the forefront of the revolution, to fighting the pandemic, to saving lives after the August 4th explosion. They have been providing safety to the world around them; however, they still do not feel safe in a patriarchal and violent society. Abaad, a Lebanese NGO, and in the middle of a lockdown wanted to spark a massive online debate and create an impact for all those women for them to come forward, and empower them to speak up.
This content video is part of a larger campaign Safety for Safekeepers
Describe the creative idea
#SafetyForSafekeepers (#صانعة_أمان)
In a totally unsafe country like Lebanon, women are at the frontlines protecting everyone. Yet, they don’t feel safe. Verbal harassment is very common, in addition to sexual and physical abuse. “Baklava” a well-known Middle-eastern sweet, has been used by men to catcall women in Lebanon. So, the common scenario in which women, minding their own business, are grossly referred to as Baklava by sexist men. But the problem goes beyond that, which some seem to think is innocent fun, forcing many women to simply adapt to it .This is why we decided to bring to life once again this term and put it in its known context through the video. Aiming to turn things upside down, shake the reality, and open people’s eyes to harassment normalized by men and the society at large. Thus defining women’s safety in this context, and asking for the right to safety.
Describe the strategy
Part of a bigger integrated campaign, we wanted to push the topic of women’s safety to the forefront in a very disruptive way. So we partnered with provocative content creator Remie Akl and co-created a video that broke the Internet and opened the debate on harassment without taboos.
Describe the execution
We first launched a disruptive content video on social media platforms with a provocative visual storyteller.
The video called harassment against women by its name with no taboos.
The content sparked national outrage that was also triggered through our influencer program to fuel the debate which was picked up by local and international media and public figures.
Describe the outcome
SOCIAL IMPACT & REGIONAL SPILLOVER
- Prominent politicians, & lobby groups tweeted, posted, shared their support.
- Local/Regional TV Coverage through news bulletin, and international coverage through big platforms such as CNN International, BBC, France 24, Marie Claire etc.
- Inspired initiatives worldwide, such as the Egyptian movement launched on Twitter #SupportBisant and used our film to speak up.
- Online video was translated to French, Kurdish, Farsi, Turkish, Italian, & Swedish.
VIEWS & ENGAGEMENT
- 26.1 Million+ organic views
- 230,000 shares
- 262 Million + impressions
- $2 Million + earned media
- 13.3% engagement rate from Instagram views
CASES REPORTING & JUDICIAL ACT
- More than 1000 women reached out with an increase of 250% from the previous month.
- A week after the campaign, Lebanon criminalized sexual harassment for the first time. Abaad was one of the NGOs that provided their inputs on the legislation.
Credits
Malek Ghorayeb |
Leo Burnett Beirut |
Campaign Supervision |
Nada Abi Saleh |
Leo Burnett Beirut |
Campaign Supervision |
Natasha Maasri |
Leo Burnett Beirut |
Campaign Supervision |
Rana Khoury |
Leo Burnett Beirut |
Developed initial idea & led overall campaign execution |
Nadia Deghayli |
Leo Burnett Beirut |
Developed initial idea & led overall campaign execution |
Lama Bawadi |
Leo Burnett Beirut |
Developed initial idea and led on Arabic writing |
Farah El Beaini |
MSL Beirut |
Developed initial idea & led overall campaign execution & Led Media & PR amplification |
Layane Makhlouf |
Leo Burnett Beirut |
Design Lead |
Tala Ezzeddine |
Leo Burnett Beirut |
Developed initial idea & led overall campaign execution |
Karen Maroun |
Leo Burnett Beirut |
Producer/Videographer |
Ameer Jabak |
Leo Burnett Beirut |
Digital planning & delivery/ Amplification & Analytics |
Mahmoud Jaber |
Leo Burnett Beirut |
Led English Copywriter |
Remie Akl |
Independent Content Creator |
Developed Online video concept & led content execution & production |
Layla Gaussin |
MSL Beirut |
Media & PR amplification execution |
Maia Sahyoun |
Leo Burnett Beirut |
Offline analytics |