#SAFETYFORSAFEKEEPERS- BAKLAVA GOT LEGS
Brand | ABAAD RESOURCE CENTER FOR GENDER EQUALITY |
Product/Service | GENDER EQUALITY NGO |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Category | Influencer / Talent |
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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MSL BEIRUT, LEBANON
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Production
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LEO BURNETT BEIRUT, LEBANON
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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, and in the middle of a lockdown wanted to spark a massive online debate and create an impact for all those women for them to come forward, and empower them to speak up.
This content video is part of a larger campaign Safety for Safekeepers
Describe the strategy
Part of a bigger integrated campaign, we wanted to push the topic of women’s safety to the forefront in a very disruptive way. So we partnered with provocative content creator Remie Akl and co-created a video that broke the Internet and opened the debate on harassment without taboos.
Describe the execution
We first launched a disruptive content video on social media platforms with a provocative visual storyteller.
The video called harassment against women by its name with no taboos.
The content sparked national outrage that was also triggered through our influencer program to fuel the debate which was picked up by local and international media and public figures.
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 |
Campaign Supervision |
Rana Khoury |
Leo Burnett Beirut |
Developed initial idea & led overall campaign execution |
Nadia Deghayli |
Leo Burnett Beirut |
Developed initial idea & led overall campaign execution |
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 |
Layane Makhlouf |
Leo Burnett Beirut |
Design Lead |
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 |
Remie Akl |
Independent Content Creator |
Developed Online video concept & led content execution & production |
Layla Gaussin |
MSL Beirut |
Media & PR amplification execution |
Maia Sahyoun |
Leo Burnett Beirut |
Offline analytics |
Links
Viral Video URL
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Video URL