| Title | No Rights, No Women |
| Agency | H&C Leo Burnett Beirut |
| Campaign | No Rights, No Women |
| Advertiser | No Rights No Women |
| Brand | No Rights No Women |
| Date of First Broadcast/Publication | 2012 / 2 |
| Business Sector | Racial/Ethnic/Minority/Disability Awareness |
| Story | We were approached by a group of Lebanese women fighting for women’s rights, to create a campaign for their new organization. By Lebanese law, men and women are not equal. Some laws are so discriminatory that they reduce women to “half citizens”.Lebanese women have no right to pass their nationality to their children. They have no custody rights. There is no law that protects women against domestic violence… If it takes a man to become a full citizen, so be it! We wanted the Lebanese community and the lawmakers to imagine a world without women. We named both the movement and the campaign “No Rights, No Women”. |
| Philosophy | OnlineStarting with Facebook, we asked women to become men. Over 1,000 Lebanese women around the world added mustaches to their profile pictures and changed their gender. The complex discriminatory laws were simplified into statements and posted online.PROur page became a meeting point for NGOs, and activists…to discuss the movement, share content and sign our online petition. Local and regional bloggers immediately joined to help build hype. PostersPosters were placed around town asking women to dress as men on March 8th.Event/ActivationOn March 8th, the movement went from the virtual world to the real one. That morning women around the country dressed as men & that night, hundreds gathered close to parliament to walk for equality.MediaThe event made it to the opening of the 8 o'clock news.Overnight, we received international exposure in magazines, newspapers, radio broadcasts and over 57 blogs & websites. |
| Result | The movement got 1.2 million USD of free media coverage. (Stat - IPSOS)We were featured in:Over 20 leading regional magazines and newspapersOver 57 international blogs & websitesTop 3 local and Arab channels Our Facebook page was viewed over 16,700 times in only 1 week On August 4th 2011, i.e., 7 months after the start of the “No Rights No women” movement, The Honor Crimes Law was abolished. This was considered a turning point in Lebanese legislative history. The Domestic Violence law is now in final study by the parliament. |
| Media Type | Case Study |
| Copywriter | Diala Haidar |
| Copywriter | Rana Khoury |
| Art Director | Natasha Maasri |
| Art Director | Lea Salibi |
| Art Director | Roula Asmar |
| Creative Director | Areej Mahmoud |
| Chief Creative Officer | Bechara Mouzannar |
| Regional Executive Creative Director | Malek Ghorayeb |
| Deputy Managing Director | Nada Abi Saleh |
| Account Supervisor | Ghena Maalouf |
| Account Manager | Dana Khairallah |
| Executive PR | Hala Akiki |
More Work
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- BRAND:
- GENDER EQUALITY NGO
- AGENCY:
- H&C Leo Burnett Beirut