Brand | ABAAD RESOURCE CENTER FOR GENDER EQUALITY |
Product/Service | GENDER EQUALITY NGO |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Social Purpose |
Idea Creation
|
LEO BURNETT BEIRUT, LEBANON
|
PR
|
MSL BEIRUT, LEBANON
|
Production
|
BLACKRHINO Beirut, LEBANON
|
Background
Today, more than ever women are playing a crucial role in Lebanon, from being at the forefront of the revolution, to fighting the pandemic, to saving lives after the August 4th explosion. They have been providing safety to the world around them; however, they still do not feel safe in a patriarchal and violent society. Abaad, a Lebanese NGO, wants to create a safe space for all those women for them to come forward, and empower them to speak up.
Describe the strategy
In a country that was totally collapsing, women in Lebanon were at the frontline of events protecting those around them. YET, women were not safe themselves in a society where women are still a target of violence. So NGO Abaad wanted to rally public opinion in Lebanon, the general public, media and opinion makers, to ask for Safety of all women in the country.
On the occasion of the UN’s 16 days of activism, we launched a campaign with three main objectives:
- To INSPIRE the people in Lebanon through the stories of inspirational women
- To ACT and encourage women to call the helpline in an on-ground activation
- To DISRUPT the status quo, open the debate and change the conversation
Describe the execution
First through an online film, we told the story of 16 remarkable women, who protect their surroundings. Then we highlighted their journeys in an online photo exhibition by a female photographer. We then opened the debate and co-created a video, with a content creator, tackling campaign idea in a bold and provocative way by depicting the patriarchy in a daring approach. The video hijacked the entire conversation for a week, becoming viral in less than 48 hours. Meanwhile, we triggered our influencers to fuel the debate, which got picked up by local and international media and encouraged women to come forward and speak up. Finally, we made ABAAD’s helpline safely accessible to women at the frontlines, who are providing safety to their families and surroundings but are at risk of harassment, abuse and gender-based violence, through distributing “Camouflage” COVID-19 masks that had the NGO’s helpline smartly hidden on the inside.
List the results
SOCIAL IMPACT & REGIONAL SPILLOVER
- Prominent politicians, & lobby groups tweeted, posted, shared their support.
- Local/Regional TV Coverage through news bulletin, and international coverage through big platforms such as CNN International, BBC, France 24, Marie Claire etc.
- Inspired initiatives worldwide, such as the Egyptian movement launched on Twitter #SupportBisant and used our film to speak up.
- Online video was translated to French, Kurdish, Farsi, Turkish, Italian, & Swedish.
VIEWS & ENGAGEMENT
- 26.1 Million+ organic views
- 230,000 shares
- 262 Million + impressions
- $2 Million + earned media
- 13.3% engagement rate from Instagram views
CASES REPORTING & JUDICIAL ACT
- More than 1000 women reached out with an increase of 250% from the previous month.
A week after the campaign, Lebanon criminalized sexual harassment for the first time. Abaad was one of the NGOs that provided their inputs on the legislation.
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 |
Nadia Deghayli |
Leo Burnett Beirut |
Developed initial idea & led overall campaign execution |
Layane Makhlouf |
Leo Burnett Beirut |
Design Lead |
Lama Bawadi |
Leo Burnett Beirut |
Developed initial idea and led on Arabic writing |
Farah El Beaini |
MSL Beirut |
Developed initial idea & led overall campaign execution & Led Media & PR amplification |
Tala Ezzeddine |
Leo Burnett Beirut |
Developed initial idea & led overall campaign execution |
Karen Maroun |
Leo Burnett Beirut |
Producer/Videographer |
Ameer Jabak |
Leo Burnett Beirut |
Digital planning & delivery/ Amplification & Analytics |
Mahmoud Jaber |
Leo Burnett Beirut |
Led English Copywriter |
Layla Gaussin |
MSL Beirut |
Media & PR amplification execution |
Maia Sahyoun |
MSL Beirut |
Offline Analytics |
Links
Video URL