2020/2021 Winners & Shortlists

Cultural / Context information for the jury

In Arabic, natural gaps between two words or two letters affect the way they are read and understood. And sometimes, closing the gap between the words reveals a new word with an entirely different meaning.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

The campaign was inspired by two things: Firstly, by the 21% average pay gap that remains to be filled in Lebanon, contributing to its poor ranking at 145 out of 152 countries in the Global gender gap report 2020. And secondly, by the shift in behavior that we witnessed in the Lebanese women who led the latest revolution in Lebanon. After we’ve seen them dominate the street, as outspoken as ever and as far as ever from the “polite lady” narrative society has perpetuated for years; protesting against the ruling elites in Lebanon and the patriarchal systems in place, with voices, demands and honor, it was a high time for them, and the right time for 50/50 to ask them to rise even further above societal barriers and fight for their legal right to economic security and financial stability.