Break the Silence.
A film for the Lebanese child-protection NGO himaya staged child sexual abuse as a play watched by silent parents, aimed at the witnesses who say nothing.
- Brand
- himaya
- Agency
- H&C Leo Burnett Beirut
- Market
- Lebanon
- Region
- MENA
- Year
- 2012
The challenge
Child sexual abuse is a taboo in Lebanon, where a 2008-2009 study cited by the campaign put the figure at one child in seven. Fear for family honour keeps people who know about abuse from speaking up.
The idea
The TV spot shows a predator repeatedly entering a little girl's room while an audience watches it like a theatre play, and the parents turn off the light to avoid seeing it. The predator stays at an unsettling distance and is only visible from certain angles and light, placing the threat inside settings thought to be safe. Intaj Film Production made the film.
Case study source: AdForum Source ↗
Awards
- Cannes Lions 2012PR LionsBronze
Credits
- Creative agency
- H&C Leo Burnett Beirut
- Production
- Intaj Film Production
- Post-production
- VTR Beirut
- Chief Creative Officer, Leo Burnett
- Bechara Mouzannar
- Regional Executive Creative Director, Leo Burnett
- Malek Ghorayeb
- Creative Director, H&C Leo Burnett Beirut
- Areej Mahmoud
- Copywriter, H&C Leo Burnett Beirut
- Salem Habbous
- Copywriter, H&C Leo Burnett Beirut
- Tania Saleh
- Art Director, H&C Leo Burnett Beirut
- Charbel Sawane
- Art Director, H&C Leo Burnett Beirut
- Krystel Hoche
- Art Director, H&C Leo Burnett Beirut
- Marya Ghazzaoui
- Deputy Managing Director, H&C Leo Burnett Beirut
- Nada Abi Saleh
- Communication Executive, H&C Leo Burnett Beirut
- Michel Haddad
- Media Manager, H&C Leo Burnett Beirut
- Line Abou Nasr
- Producer
- Danielle Moussali
- Cinematographer
- Renaud Philipps
- Cameraman
- Nicholas Khoury
- Music and Sound Design
- Jade Souaid
- Music and Sound Design
- Fady Tabbal
