ABAAD Resource Center for Gender Equality / Lebanon / 2020Social · Film
#SafetyForSafekeepers: Baklava Got Legs.
ABAAD took 'baklava', a catcall Lebanese men aim at women, and put it back in its real context in a provocative online film made with creator Remie Akl.
- Brand
- ABAAD Resource Center for Gender Equality
- Agency
- Leo Burnett Beirut
- Market
- Lebanon
- Region
- MENA
- Year
- 2020
The challenge
Lebanese women carried their communities through the revolution, the pandemic and the Beirut port blast, yet still did not feel safe. ABAAD wanted to start a national debate on harassment during lockdown and get women to speak up.
The idea
Part of ABAAD's #SafetyForSafekeepers campaign for the 16 Days of Activism, the film was co-created by Leo Burnett Beirut and content creator Remie Akl and launched on social media. An influencer programme pushed the debate, with MSL Beirut handling PR amplification.
Results
- The Dubai Lynx entry reports 26.1M+ organic views, 230,000 shares and 262M+ impressions.
- According to the Dubai Lynx entry, more than 1,000 women reached out to ABAAD, a 250% rise on the previous month.
- The entry notes that Lebanon criminalised sexual harassment a week after the campaign, with ABAAD contributing to the law.
Case study source: Dubai Lynx Source ↗
Awards
- Cannes Lions 2021Entertainment – B04 PARTNERSHIPS WITH TALENTGold
Credits
- Creative agency
- Leo Burnett Beirut
- PR
- MSL Beirut
- Campaign Supervision, Leo Burnett Beirut
- Malek Ghorayeb
- Campaign Supervision, Leo Burnett Beirut
- Nada Abi Saleh
- Campaign Supervision, Leo Burnett Beirut
- Natasha Maasri
- Developed initial idea & led overall campaign execution, Leo Burnett Beirut
- Rana Khoury
- Developed initial idea & led overall campaign execution, Leo Burnett Beirut
- Nadia Deghayli
- Developed initial idea & led overall campaign execution, Leo Burnett Beirut
- Tala Ezzeddine
- Developed initial idea and led on Arabic writing, Leo Burnett Beirut
- Lama Bawadi
- Developed initial idea, led overall campaign execution and media & PR amplification, MSL Beirut
- Farah El Beaini
- Design Lead, Leo Burnett Beirut
- Layane Makhlouf
- Producer/Videographer, Leo Burnett Beirut
- Karen Maroun
- Digital Planning & Delivery, Amplification & Analytics, Leo Burnett Beirut
- Ameer Jabak
- Lead English Copywriter, Leo Burnett Beirut
- Mahmoud Jaber
- Offline Analytics, Leo Burnett Beirut
- Maia Sahyoun
- Media & PR Amplification Execution, MSL Beirut
- Layla Gaussin
- Online video concept, content execution & production (independent content creator)
- Remie Akl
