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

The integrated campaign demonstrated how all men and women read words as being automatically addressed to men. The “kasra” accents on revealers twisted their meanings. 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 on the streets of Lebanon throughout November, 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, who found the forum an outlet for their opinions. On the occasion of International Women’s Day (March 8, 2009), TV personalities were contacted to wear the “kasra” on air and endorse the campaign during that week. As the highlight of the campaign, during a filmed event, the Minister of Education distributed stickers and encouraged prominent women in society to get metaphorically involved with the interactive billboard as well as literally involved on the ground.

With increased buzz and the heightened interest of reporters, the campaign enjoyed a substantial share of newspaper and magazine coverage with many 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.