2020/2021 Winners & Shortlists

Cultural / Context information for the jury

When the Lebanese government failed to find solutions to the looming economic crisis, stagnant economy and unemployment, the country was plunged into the 6th revolution in its history. However, in a country where women don’t have equal rights and face massive underrepresentation in the government, women for the very first time, took the lead and turned it into the first ever peaceful revolution. This show of strength helped ensure a whopping 400% increase in female representation in the new cabinet. However, while this bold act of defiance and leadership was lauded by most of Lebanon, there were many who trivialized their actions, and criticized women for speaking up, staying out on the streets late into the night, and more. An-Nahar, Lebanon’s leading newspaper wanted to show its support for these women and inject new life into the movement.

Translation. Provide a full English translation of any text.

The communication was released under the ‘Naharouki’ banner, which means ‘your day’, when read by a woman, and was derived by making a minor tweak in the newspaper’s name ‘An Nahar’.

Tell the jury about the copywriting.

We found countless posts on social media sites that reflected the patriarchal mindset entrenched in Lebanese culture. One such statement was “Women should know their place”. We turned these words into a plucky and powerful print campaign by juxtaposing them with a raw, real photo of women leading the revolution. In other words, we turned the stereotypical criticisms made by men, into positive, and inspiring pieces of communication, which celebrated women and recounted what they had achieved. Each ad ended with a reminder - that the movement led by women had ensured a 400% increase in women's representation in the cabinet.