Advertising Agency: LEO BURNETT
Creative Director: Areej Mahmoud, Bechara Mouznnar & Malek Ghorayeb
Art Director: Lea Salibi, Natasha Maasri
Copywriter: Rana Khoury & Diala Haidar
Deputy Director: Roula Asmar & Nada Abi
Account Supervisor: Ghena Maalouf
Account Manager: Dana Khairallah
On the eighth of March, International Women’s Day, women in Lebanon and their international supporters reached for their most drastic and ultimate weapon – they gave up ‘being a woman’ for human rights.
They dressed like men, talked like men, acted like men, yes, even thought like men. All this was carried out at universities, workplaces, offices, cafes, nail salons, shoes shops, spas and even at home on the sofa.
The reason: in Lebanon the law sees women as ‘half citizens’, second-class citizens. They are prohibited by law from passing on their nationality to their children and have no custody rights.
The campaign was started in the Internet. Reporters, bloggers, students …. Lets call them activists, they all called their friends and followers to arms and so the movement was born and gathered pace. On the eighth of March, on International Women’s Day the virtual movement hit reality. Moustaches were slapped on and the ladies took to the streets.
Hundreds of women joined in and the demonstration ended 20 metres outside of parliament in the evening. This ensured the protest’s coverage in the morning news on the most important Arab TV channels. Magazines, radio, blogs … the campaign gained attention all over the world.
A good seven months later the first law was slashed. The honour crimes law was officially abolished. Women’s rights groups estimate that around 20,000 women are killed in honour crimes every year in the Middle East and Asia.
And as the video rightly says: the fight is not over. It is particularly comforting to know that so many German women take part in this campaign on a daily basis. Oh wait, did we get that wrong?
Cannes Lions certainly got it right though and presented a GOLD in the PR category.
NO RIGHTS, NO WOMEN
Category: Best Use of Social Media
Product/Service: PRESSURE GROUP FIGHTING FOR WOMEN’S RIGHTS
Advertising Agency: LEO BURNETT BEIRUT, LEBANON
Bechara Mouznnar Leo Burnett Beirut Chief Creative Director
Malek Ghorayeb Leo Burnett Beirut Executive Creative Direcor
Areej Mahmoud Leo Burnett Beirut Creative Director
Roula Asmar Leo Burnett Beirut Deputy Managing Director
Lea Salibi Leo Burnett Beirut Senior Art Director
Natasha Maasri Leo Burnett Beirut Senior Art Director
Rana Khoury Leo Burnett Beirut Copywriter
Diala Haidar Leo Burnett Beirut Copywriter
Nada Abi Saleh Leo Burnett Beirut Deputy Managing Director
Ghena Maalouf Leo Burnett Beirut Account Supervisor
Dana Khairallah Leo Burnett Beirut Account Manager