2022 Winners & Shortlists


CategoryUse of Ambient Media: Small Scale
Idea Creation LEO BURNETT Beirut, LEBANON
Production LEO BURNETT Beirut, LEBANON

Why is this work relevant for Brand Experience & Activation?

In Lebanon where people are plagued with a shortage of basic needs, gender-based violence (GBV) is now an absurdly overlooked reality. Consequently, this campaign feeds into Abaad’s journey of breaking decades of silence on women’s right to safety. A disruptively memorable brand experience pushed the message past the clutter- highlighting deathful dichotomies that GBV survivors face. For example, our guerilla marketing stunt in front of a supermarket boldly illustrated the unthinkable decision survivors make between death by starvation and death by abuse, while a macro influencer vocalized the campaign message herself, turning the campaign into the talk of the town.


Knee-deep in crisis, Lebanon is flashing red on the political, economic and social fronts. With a growing impoverished class, to a lack of electricity, to medicine shortages, women’s safety is compromised for more “important” issues while gender- based violence (GBV) is on the rise. As an NGO whose sole existence is to sustain gender equality and woman empowerment in the MENA region, Abaad wants to reshuffle the priority list and place women’s safety at the top. Because undermining women’s safety risks an entirely silenced generation of GBV victims. Because her right to safety is a priority too. And because the time to talk about her rights is now or it’s too late. Such a crucial message requires a grand entrance, which is why we launched the campaign during the UN’s 16 Days of Activism- to bring women's protection to the forefront of popular discussion and media interest.

Describe the creative idea (20% of vote)

Rather than allowing women in Lebanon to believe that women’s right to safety is a backseat topic, we’re stopping this perception in its tracks to avoid risking an entire generation of women who have been abused and silenced. Comparing the importance of starvation to gender-based violence is out of the question. And so is comparing a lack of medication to abuse. And so is comparing a lack of electricity to silenced sexual assault cases. That’s why the time to talk about her rights is now or it’s too late. That’s why her safety is a #Prioritytoo/ #دايما_وقتها

Describe the strategy (20% of vote)

Abaad executed a survey to understand how exactly gender-based violence (GBV) is affecting women in Lebanon. The key finding was loud: GBV is on the rise, and in the midst of Lebanon’s sea of problems, GBV survivors aren’t speaking up due to a belief that other issues are of greater priority. The message was clear: Women’s right to safety is a priority too, no matter how bad the circumstances around them. Since society is the strongest driver behind making GBV survivors believe it’s not the time for them to speak up, the target became the general public. Because survivors that dare to come forward need the people around them to understand the importance of women’s safety. Accordingly, the on-ground stunt targeted the Lebanese at large, and our collaboration with key opinion leaders validated the reality that women’s safety as a priority too, while also aiding in message dissemination.

Describe the execution (30% of vote)

Our campaign began as close to the people as possible- on ground. On day one of UN’s 16 Days of Activism, women survivors stood in front of key Beirut locations holding banners with messages hammering the dichotomy of women in Lebanon choosing between death and another kind of death. In parallel was a hurricane of Tweets with hashtag #دايما_وقتها (#Prioritytoo) triggered by big names in the Arab world. Instagram was also on fire as the campaign’s video and social content were shared and re-shared. In partnership with 2 of the bravest female Lebanese comedians, we co-created a video further voicing the campaign’s message. Shortly after, engagingly un-skippable YouTube pre-rolls starring Lebanese celebrities kept the conversation alive. The campaign went out with a viral bang as the most famous Arab influencer used her own platform to capture the audience’s attention and spread greater awareness that women’s safety is a priority too.

List the results (30% of vote)

A change in behavior stems from a change in mentality, and the campaign’s ability influence the latter was an anticipated challenge. However, with over 10M views on original campaign content, over 160M people reached online and $2.5M in earned media, it’s clear that the target resonated with women’s safety becoming a priority too. The Twitter storm we triggered shot our #Prioritytoo campaign to Lebanon’s number 1 trending hashtag in a couple of hours. With a 200% increase in call logs using Abaad’s safety hotline, we simultaneously influenced gender-based violence survivors to speak up. Over 5000 direct messages flooded our mega social influencer’s inbox, all filled with survivor stories and cries of encouragement to remain vocal about the issue. All of the above indicate stronger consumer awareness about GBV and a willingness to speak about the issue in parallel to the country’s dire state, creating a safe environment to survivors.


Name Company Role
Malek Ghorayeb Leo Burnett Beirut Campaign Supervision
Natasha Maasri Leo Burnett Beirut Campaign Supervision
Rana Khoury Leo Burnett Beirut Developed initial idea & led overall campaign execution
Nada Abi Saleh Leo Burnett Beirut Campaign Supervision
Farah El Beaini Leo Burnett Beirut Developed initial idea & led overall campaign execution & Led Media & PR amplification
Selena Jammaz Leo Burnett Beirut Campaign Execution support & PR amplification
Nour Hazzouri Leo Burnett Beirut Main Lead on Campaign Execution
Tracy Houeiss Leo Burnett Beirut Led on Arabic Writing
India Arida Leo Burnett Beirut Design Lead
Maia Sahyoun Leo Burnett Beirut Offline Analytics
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