Cannes Lions

WOMEN EMPOWERMENT PROGRAM

LEO BURNETT BEIRUT, Beirut / HARIRI FOUNDATION / 2009

Awards:

1 Gold Cannes Lions
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Overview

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Credits

Overview

Description

A simple “kasra” accent was used to inspire Lebanese women to bring about gender equality in society.

Execution

An outdoor teaser campaign demonstrated how all men and women read words as being automatically addressed to men. The “kasra” accents on revealers twisted their meanings. This concept was adapted into a TVC and a radio spot. To reach the whole country geographically and all women demographically, a moving interactive billboard as well as posters were set up, whilst stickers were distributed, in rural and upscale areas, to engage the public and physically get them involved. The campaign also hit the digital circuit, through emails, Youtube, and Facebook, reaching the Lebanese internet population. Celebrities even endorsed the campaign.

Outcome

With increased buzz and the heightened interest of reporters, the campaign enjoyed substantial share of newspaper and magazine coverage with articles appearing in major regional publications. The result was a total estimated PR value of $1,814,235. Bloggers online adopted the campaign. Articles appeared in the press. It became the talk of the town and many adopted the “Khede Kasra” phrase in their everyday conversations. The campaign sparked debates and roundtables about female regulations in the Lebanese judicial system. All in all, awareness on gender inequality was spread.

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