2022 Winners & Shortlists


Short List
CategoryUse of Social / Digital Platforms
Idea Creation LEO BURNETT Beirut, LEBANON
Media Placement LEO BURNETT Beirut, LEBANON
Production LEO BURNETT Beirut, LEBANON

Why is this work relevant for Direct?

Although Lebanese women are empowered, educated, and fit to run for political office and make a difference, they have almost never played an intrinsic role in any political and national peace-building dialogues. UN Women wanted to shed light on this to change the narrative and reject timeworn gender stereotypes deeming women unfit to occupy KEY political roles. We developed a strategy addressing our online target audience directly through a one-on-one experience, providing online users with an innovative tool to create their own content and interact with our campaign to raise awareness and inspire action.


For years, the fate of Lebanon and its people have 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 creative idea (30% of vote)

o Women make up 50% of the population in Lebanon. o Yet, women have 0% participation in key decision-making o With 50% of the population absent from the dialogue, the conversation is missing. Our idea: Remove 50 % of the alphabets' letters, to create a dysfunctional alphabet and showcase the dysfunctional dialogue. The Missing Peace campaign wants to show what missing peace dialogues look like. It’s about time to complete #TheMissingPeace.

Describe the strategy (20% of vote)

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, creating the biggest media wall in the communication landscape of Lebanon. 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. o We used Twitter platform as the main springboard and amplified the stunt on broadcast and print media bridging the online and offline worlds o We reached out for the biggest number of KOLs on Twitter enlisting more than 200 journalists, reporters, diplomats and activists to create the hype and collaborated with 30 macro influencers to ensure a wider reach for D-Day.

Describe the execution (20% of vote)

On November 15 2021, the Lebanese population’s Twitter homepage was…different. With people tweeting in indecipherable half sentences left and right, it appeared as though the platform was glitching. A UN Women Lebanon tweet had 50% of its letters missing, 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. We also developed a microsite, allowing users to create their own sentences and use the Tweet Reduction tool to create their own dysfunctional tweets. Throughout the day, news channels, NGOs, diplomats, and influencers were tweeting in gibberish. But we didn’t stop there, we gave 5 influential Lebanese women a platform to express their opinions and raise their concerns through a Twitter Spaces session (a discussion forum entirely tailored to mobile users) attended by over 600 unique listeners organically.

List the results (30% of vote)

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) and 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 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 +$658K in earned media: • Annahar: +500K website visits and 80,000 print impressions • LBC: +2.2M views on prime-time segment with 20 minutes free airtime -International coverage, including BBC and Period. Studio


Name Company Role
Malek Ghorayeb Leo Burnett Beirut Chief Creative Officer - Campaign Supervision
Nada Abi Saleh Leo Burnett Beirut Managing Director - Campaign Supervision
Natasha Maasri Leo Burnett Beirut Executive Creative Director - Developed initial idea & led overall campaign execution
Rana Khoury Leo Burnett Beirut Creative Director - Developed initial idea & led overall campaign execution
Farah El Beaini Leo Burnett Beirut Communications Supervisor - Developed initial idea & led overall campaign execution & Led Media & PR amplification
Grace Kassab Leo Burnett Beirut Associate Creative Director - Developed initial idea and led on Arabic writing
Carl Kaed Leo Burnett Beirut Senior Art Director - Design Lead & Execution
Orson Baz Leo Burnett Beirut Digital & Social Media Director - Digital planning & delivery/ Amplification & Analytics
Nathalie Abi Hanna Leo Burnett Beirut Senior Multimedia Designer - Design & Animation
Salma Bou Matar Leo Burnett Beirut Junior Art Director - Design Execution
Nancy Haddad Leo Burnett Beirut Multimedia Designer - Design & Animation
Hadi Afif Leo Burnett Beirut Content Manager - Digital planning & delivery/ Amplification & Analytics
Rand Weld Ali Leo Burnett Beirut Communication Executive - Campaign Execution
Razan Mneimneh Leo Burnett Beirut Communication Manager - Campaign Execution
Maia Sahyoun Leo Burnett Beirut PR Executive - Online and Offline analytics
Nay Baz Leo Burnett Beirut Senior Desktop Publisher - Production
Rana Bizri Leo Burnett Beirut Studio Manager - Production
Social Media URL   |   Social Media URL   |   Supporting Webpage