2020/2021 Winners & Shortlists

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 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.

List the results

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.