Brand | UN WOMEN LEBANON |
Product/Service | WOMEN'S RIGHTS NGO |
Entrant | LEO BURNETT Beirut, LEBANON |
Category | Innovative and Adapted Use of Print & Publishing |
Idea Creation
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LEO BURNETT Beirut, LEBANON
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Media Placement
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LEO BURNETT Beirut, LEBANON
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PR
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LEO BURNETT Beirut, LEBANON
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Production
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LEO BURNETT Beirut, LEBANON
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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.
Please outline how the work was adapted, modified or was innovative.
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.
We used Twitter platform as the main springboard and amplified the stunt on broadcast and print media bridging the online and offline worlds to make sure the campaign reaches the widest audience possible.
Credits
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 |
Links
Social Media URL
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Social Media URL
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Supporting Webpage