2020/2021 Winners & Shortlists

#SAFETYFORSAFEKEEPERS- BAKLAVA GOT LEGS

Grand Prix
BrandABAAD RESOURCE CENTER FOR GENDER EQUALITY
Product/ServiceGENDER EQUALITY NGO
EntrantLEO BURNETT BEIRUT, LEBANON
CategoryGrand Prix for good
Idea Creation LEO BURNETT BEIRUT, LEBANON
Media Placement LEO BURNETT BEIRUT, LEBANON
PR MSL BEIRUT, LEBANON
Production LEO BURNETT BEIRUT, LEBANON

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.