2012 Results

CAT 28 - Public Relations (PR)

SILVER

Leo Burnett Beirut (LEBANON)

No Rights No Women (Movement for Women's Rights), "No Rights No Women"28-01146-PR
 

Agency (city): Leo Burnett Beirut

Creative Director(s): Bechara Mouzannar (CCO/Executive Creative Director) / Areej Mahmoud (Creative Director)

Copywriter(s): Rana Khoury / Diala Haidar

Art Director(s): Roula Asmar / Lea Salibi / Natasha Maasri

Deputy Managing Director: Nada Abi Saleh

PR Senior Communication Executive: Hala Akiki

Short explanation

By Lebanese law, men and women are not equal. The discriminatory laws reduce women to “half citizens”.
If it takes a man to become a full citizen, so be it!

We started online, asking women to add mustaches to their profile pictures and change their gender, to become men. The complex discriminatory laws were simplified into statements to be shared, and an online petition was circulated.
NGOs, activists, reporters, bloggers, students and artists, helped build hype by generating their own content.
On March 8th, International Women's Day, women dressed as men and took the movement from the virtual world to the real one. By nightfall, 20 meters away from parliament, the movement was joined by hundreds of other women.
The event made it to the opening of the 8 o'clock news on leading local and Arab channels.
We received international exposure featuring in magazines, radios, newspapers, as well as numerous regional and international blogs & websites.
The movement got 1.2 million USD of free media coverage.

On August 4th 2011, i.e., 7 months after the start of the “No Rights No women” movement, The Honor Crimes Law was abolished.

The Domestic Violence law is now in final study by the parliament.

Description

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”.