Dirty Laundry.
ABAAD and artist Remie Akl turned the phrase "don't air your dirty laundry" against the silence around sexual abuse in Lebanon, with a film, a web series and laundry hung outside parliament.
- Brand
- ABAAD Resource Center for Gender Equality
- Agency
- Leo Burnett Beirut
- Market
- Lebanon
- Region
- MENA
The challenge
Survivors of sexual violence in Lebanon are pushed to keep quiet to protect family honour. An ABAAD study from 2022 found 60% of sexually assaulted women did not report the crime.
The idea
Leo Burnett Beirut made a poetic film with Remie Akl that reframes the hidden "dirty laundry" as a crime, not a shame. A four-episode web series hosted by Nour Arida carried survivors' testimonies, and on 26 November survivors, activists and influencers hung laundry outside Lebanon's parliament to push the #NoShameNoBlame petition to MPs.
Results
- A "promising number" of Lebanese MPs had signed #NoShameNoBlame, according to Campaign Middle East's launch report (no figure given)
Case study source: Campaign Middle East Source ↗
Awards
- Cresta Awards 2024Moving Image – Viral Video (any length)Silver
- Cresta Awards 2024Social Impact – Campaign entryGold
- Cresta Awards 2024Social & Influencer – Influencer CampaignsSilver
- Cresta Awards 2024Integrated CampaignBronze
- Cresta Awards 2023Brand Content – Brand-funded Film/Video (Fiction)Bronze
- Cresta Awards 2023The #OMG AwardBronze
- Cannes Lions 2023PR – A09 NOT-FOR-PROFIT / CHARITY / GOVERNMENTSilver
- Cannes Lions 2023Entertainment – A01 FICTION FILM: UP TO 5 MINUTESGold
Credits
- Creative agency
- Leo Burnett Beirut
- Head, Leo Burnett Beirut
- Nada Abi Saleh
- Founder and Director, ABAAD
- Ghida Anani
- Founder and Legal Advisor, ABAAD
- Danielle Howayek
- Artist (talent)
- Remie Akl
- Web series host (talent)
- Nour Arida
Related work.
#Undress522
#TheMissingPeace
