2012 Results

CAT 48 - Integrated Campaigns (INC)

BRONZE

Leo Burnett Beirut (LEBANON)

No Rights No Women (Movement for Women's Rights), "No Rights No Women"48-00871-INC
 

URL: http://www.yousmile.me/NRNW/NRNW.html

Agency (city): Leo Burnett Beirut

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

Copywriter(s): Rana Khoury

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

Deputy Managing Director: Nada Abi Saleh

Senior Copywriter: Diala Haidar

Executive PR: Hala Akiki

Short explanation

Online
Starting 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.
PR
Our 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.

Posters
Posters were placed around town asking women to dress as men on March 8th.
Event/Activation
On 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.
Media
The 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.
The movement got 1.2 million USD of free media coverage. (Stat - IPSOS)
We were featured in:
Over 20 leading regional magazines and newspapers
Over 57 international blogs & websites
Top 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.

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”.