In a country where women constitute roughly half the population yet do not have an equal voice, we aimed to allow women to drive the conversation against physical abuse and trigger instant reactions from people to denounce the atrocities that are done to the women of Jordan; way too often.
By getting women to adopt the cause on different platforms we were able to make them heard amongst the rest of the population. A campaign inspired by a woman, voiced by women to give women justice they could not see or speak about.
Background
Only in Jordan, 6 out of 10 women are subdued to physical violence every year.
Fatima, a Jordanian mother of three, had to endure an unthinkable tragedy. Her abusive husband, who had been torturing her for years, took his abuse to an unheard level when he literally gouged her eyes out in front of her children.
He left her blind and irreversibly damaged. And to make matters worse she can do very little about this due to social and legal injustices.
We wanted to break the silence by creating an honest conversation around the topic and empowering women, for the first time, to speak up against the injustices.
Describe the creative idea (20% of vote)
The letter ع “Ein” means Eye in Arabic, which is also found in the Arabic word “Adalah” عدالة meaning Justice.
So if society won’t give justice to Fatima for losing her eyes. We decided to take out the “Eins” (Eyes) of justice ourselves. And thus, the word 'Adalah' when missing the letter “Ein” would be meaningless, or better yet 'eye'-less.
Our message was clear: Until women see justice with their own eyes, the “I” of justice and society shall be taken out.
Describe the PR strategy (30% of vote)
Our strategy was to fight injustice and oppressions and to unite women's shared values in order speak with one voice. A voice that demands dignity and equal rights, through a justice system that can ensure their rights.
Being at the core of the abuse, we decided to give them a platform to speak up, to challenge and demand what is equally theirs. We collaborated with leading women in society and female influencers to disseminate the message. Allowing us to strengthen our base to then ensure a strong ripple effect.
In an act of protest these women took it upon themselves to remove the different i's in society, resembling their inability to see justice with their own eyes.
Describe the PR execution (20% of vote)
Utilizing the sensitivity of the topic, the public outcry and the fact that it allows women to speak up in the face of a misogynistic society, we disseminated a daring message. Whether against it or for it, we knew media would pick up on the topic and discuss it.
We launched a video across the nation, reminding people of the different virtues women stand for in society.
Supported by Outdoors and Social Media, the campaign quickly turned into an act of empowerment, where women across the country started taking out the 'Eins' (Eyes) of society.
Using Augmented Reality, even the beautifully painted walls of the country took a stand whenever someone pointed their cameras on them.
Leaving an entire nation eyeless.
List the results (30% of vote)
Media outlets in a daring move started talking about the campaign and issues such as violence against women.
Even more daring, in a misogynistic society were the women who took to the streets demanding justice and facing those behind the injustices.
Subsequently, the campaign was adopted by Princess Lara Faisal ondemning all sort of violence towards women.
Thousands of Women contributed by removing different “Eins” (Eyes) from society, in many different ways, such as street signs, online, profile pictures and many more.
Reaching more than 2 Million People in the first week, of which 55% was Male Viewership
Earning $550,000 in free media.
Giving women of Jordan a bit of hope and returning the eyes to society and justice.