2022 Winners & Shortlists

Background

For years, the fate of Lebanon and its people has rested in the hands of half of the population: men. For years, women were missing from Lebanon’s political scene. And for over 40 years, so-called national dialogues and peace agreements were carried out by one gender: men. When 50% of the Lebanese population is not given a seat at the table, the decision-making processes put in place cannot and will not represent all the Lebanese society. And the dialogue will be missing. Through this campaign, UN Women Lebanon aimed to raise awareness on the importance of women’s engagement in peace and security deliberations in Lebanon. The idea was to pave the way to ensure that women are well represented in the upcoming peace-building conversations as equal participation is directly linked to more durable solutions and sustainable outcomes.

Describe the strategy

Through our strategic partnership with Twitter MENA, leading broadcast corporation LBCI and local newspaper Annahar, and for 1 day, we launched a mega stunt of dysfunctional news removing 50% of the letters from the online, broadcast, and print communication coming out of the country. We created the biggest media wall in the communication landscape of Lebanon and triggered the creation of a new dialogue by showcasing a dysfunctional one. We disrupted the social media platform Twitter by utilizing its branded notification feature to redirect users to the microsite where a short text can be read detailing the story behind the campaign in full letters. This organic campaign rests on a meticulously planned pre-seeding strategy, leveraging the engagement of media partners and KOLs to both spread the word and direct traffic to the campaign microsite.

Describe the execution

On November 15 2021, the Lebanese population’s Twitter homepage was…different. A UN Women Lebanon tweet had 50% of its letters missing, spreading like wildfire dominating the day’s feeds. With people tweeting in indecipherable sentences, it appeared as though the platform was glitching. In reality, we introduced a Twitter Activation for the campaign #TheMissingPiece مش_حرف_ناقص# allowing users to only understand the full sentence once they interact with the tweet by liking or retweeting. Once they do, they receive an instant branded notification in their notifications, leading to a custom tweet reduction tool that allows users to create their own dysfunctional tweets. Throughout the day, users were tweeting in gibberish left and right. On Annahar’s online homepage, an obscured headline was placed right under a black and white photo of a group of male politicians on a dialogue table, before a pop-up takes you to a list of articles explaining the campaign.

List the results

Our 1-day campaign tackling a “niche” topic: TRENDED ORGANICALLY #1 FOR 3 DAYS despite a cluster of bad news garnering 14.7 interactions from +61 countries • +160 prominent celebrities/influencers/public figures engaged with our Tweet including Elissa (15.7M), Maya Diab (1.5M), Nadine Labaki (761K) • UN Women Lebanon Twitter’s mentions jumped from 90 to 1000/weekly (+1036%) The conversation around women’s rights in Lebanon leveled up by 325% the week of the campaign finally putting women at the front seat of public debate • Spaces session attended by 600 unique listeners organically • 562,280 impressions and over 13k votes on Twitter polls In one day in a country of 6M: - +693M Total Impressions including a reach of 93.1M - 650K engagements - 68% of the yearly UN Women Lebanon mentions on Twitter - +500K visits on Annahar website - 800 unique dysfunctional Tweets created International coverage, including BBC and Period. Studio