2020/2021 Winners & Shortlists

Background

Fiftyfifty’s vision is to involve Women and men in promoting gender equality to create a gender-balanced Lebanon. The brief was to raise awareness about the Gender pay gap in Lebanon and inspire a behavioral change in women and towards women in the workplace.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

The campaign was inspired by two things: Firstly, by the 21% average pay gap that remains to be filled in Lebanon, contributing to its poor ranking at 145 out of 152 countries in the Global gender gap report 2020. And secondly, by the shift in behavior that we witnessed in the Lebanese women who led the latest revolution in Lebanon. After we’ve seen them dominate the street, as outspoken as ever and as far as ever from the “polite lady” narrative society has perpetuated for years; protesting against the ruling elites in Lebanon and the patriarchal systems in place, with voices, demands and honor, it was a high time for them, and the right time for 50/50 to ask them to rise even further above societal barriers and fight for their legal right to economic security and financial stability.

Describe the creative idea

The idea was to show people what it means to close the gap, literally. In Arabic, a gap between two words or two letters impacts the way they are read and understood. And in some cases, by closing the gap between the letters, we reveal a new word with an entirely different meaning. So we chose words that with the gap, reflected women’s reality at the workplace today. Unequally paid, stagnating in lower positions, with unequal opportunity to grow. We asked people to close the gap, to reveal new words with empowering, positive and hopeful meanings. By inviting people to close the gap between letters, we showed them what it means to close the pay gap between genders.

Describe the strategy

Knowing we were talking to one of the female populations with the least gender equality around the world, one who had only recently begun to find their voice during the recent Lebanese revolution, we knew we had to strike while the iron was hot. Still, we were aware these were women had long faced discrimination in every facet. So confronting them with the injustice of a 21% pay gap would be regarded as another way in which they were oppressed. Yet in this instance, the law was actually on their side. ARTICLE 26 of the Lebanese Labor Law clearly prohibits all forms of discrimination against women in the workplace. We firstly had to simply and visibly illustrate to them the real and massive impact a 21% gap can make. Secondly we had to make them aware of the equal opportunity law to empower them to demand what was rightfully theirs.

Describe the execution

We created graphical elements and a typeface inspired by the Lebanese currency. We printed the words on security paper with money texture, background and color. We highlighted the gap with a vertical strip that slashed the edges of the letters to dramatize its impact. Inside it, we wrote our CTA: Close The Gap. With every word, we reminded people of article 26 of the Lebanese labor law that prohibits all forms of discrimination against women in the workplace. The campaign was launched on February 10th for two weeks. Our ads featured in major newspapers and in popular areas and business centers to inspire change. DM’s were sent to influential women to ignite the conversation. Flyers were handed to women in banks. We populated digital and social platforms with animated banners and interactive posts to maximize engagement. And using Anghami’s wide pool of data we targeted different people with different messages.

Describe the results / impact

The campaign had a noticeable impact on the culture. With more than 2 Million impressions, and a trending campaign, our simple words made thousands of Lebanese women aware of the law that is behind them when it comes to demanding equal pay. All they had to do was close the gap. Website visits for the organization rose by a whopping +40%, while awareness of the Labor Law increased by an incredible +80%.