2022 Winners & Shortlists

#THEMISSINGPEACE

BrandUN WOMEN LEBANON
Product/ServiceWOMEN'S RIGHTS NGO
EntrantLEO BURNETT Beirut, LEBANON
CategoryNot-for-profit / Charity / Government
Idea Creation LEO BURNETT Beirut, LEBANON
Media Placement LEO BURNETT Beirut, LEBANON
PR LEO BURNETT Beirut, LEBANON
Production LEO BURNETT Beirut, LEBANON

Cultural / Context information for the jury

If you were to pick-up Lebanon’s leading newspaper Annahar on November 15, 2021 to read the main headlines on the front page, you would have been puzzled. That’s because along with the back page and 3 full pages on the inside, the newspaper’s front page was missing half its letters. That was no mere printing error. It was part of an elaborate strategic online and offline campaign to showcase an entire country first-hand what happens when half its population is missing from its peace-building dialogues. Because although women make up 50% of the population in Lebanon, they have 0% participation in key decision-making. With 50% of the population absent from the dialogue, the conversation is missing. By removing 50 % of the alphabets' letters on various channels including the Annahar newspaper, we created a dysfunctional alphabet and presented to the population what a dysfunctional dialogue looks like.

Credits

Name Company Role
Malek Ghorayeb Leo Burnett Beirut Campaign Supervision
Nada Abi Saleh Leo Burnett Beirut Campaign Supervision
Natasha Maasri Leo Burnett Beirut Developed initial idea & led overall campaign execution
Rana Khoury Leo Burnett Beirut Developed initial idea & led overall campaign execution
Farah El Beaini Leo Burnett Beirut Developed initial idea & led overall campaign execution & Led Media & PR amplification
Grace Kassab Leo Burnett Beirut Developed initial idea and led on Arabic writing
Carl Kaed Leo Burnett Beirut Design Lead & Execution
Orson Baz Leo Burnett Beirut Digital planning & delivery/ Amplification & Analytics
Nathalie Abi Hanna Leo Burnett Beirut Design & Animation
Salma Bou Matar Leo Burnett Beirut Design Execution
Nancy Haddad Leo Burnett Beirut Design & Animation
Hadi Afif Leo Burnett Beirut Digital planning & delivery/ Amplification & Analytics
Rand Weld Ali Leo Burnett Beirut Campaign Execution
Razan Mneimneh Leo Burnett Beirut Campaign Execution
Maia Sahyoun Leo Burnett Beirut Online and Offline analytics
Nay Baz Leo Burnett Beirut Production
Rana Bizri Leo Burnett Beirut Production