RDFL / لبنانحملات العلاقات العامة · التواصل الاجتماعي

⁨Young Bride⁩.

⁨A fake matchmaking service openly offered underage brides in Lebanon, and the public outrage it drew was aimed at a stalled law to set the minimum marriage age at 18.⁩

العلامة التجارية: RDFL
الوكالة: J. Walter Thompson MEA
السوق: لبنان
المنطقة: الشرق الأوسط وشمال أفريقيا

التحدي

⁨A draft law raising Lebanon's legal marriage age to 18 had not passed Parliament, and most people did not know child marriage was still legal. RDFL, the Lebanese Women Democratic Gathering, needed the public to push for it.⁩

الفكرة

⁨Under the name 'Young 3arous', the agency set up fake social media accounts promoting a matchmaking service for underage brides, linked to a website with profiles. Actors answered the phones and took 'orders', and the service even offered help in a mall for people who didn't shop online. Citizens, activists and influencers demanded it be shut down and compared it to human trafficking, and the reveal turned that anger toward the draft law.⁩

النتائج

⁨More than 6 million people engaged with the campaign, according to the agency's Creativepool entry.⁩
⁨The entry says the outcry pressured the new government to review the draft law.⁩

مصدر دراسة الحالة: Creativepool المصدر ↖