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NO RIGHTS NO WOMEN

基本信息
行业: 公益与非盈利组织
媒体:推广与活动
时间:2012年2月
投放:黎巴嫩
风格: Minimalism
说明cnen
Describe the campaign/entry
By Lebanese law, men and women are not equal. The discriminatory laws reduce women to 'half citizens'. If it takes a man to become a full citizen, so be it! We started online, asking women to add moustaches to their profile pictures and change their gender, to become men. The complex discriminatory laws were simplified into statements to be shared, and an online petition was circulated. NGOs, activists, reporters, bloggers, students and artists, helped build hype by generating their own content. On March 8th, International Women's Day, women dressed as men and took the movement from the virtual world to the real one. By nightfall, 20 metres away from parliament, the movement was joined by hundreds of other women. The event made it to the opening of the 8 o'clock news on leading local and Arab channels. We received international exposure featuring in magazines, radios, newspapers, as well as numerous regional and international blogs and websites. The movement got US$1.2m of free media coverage. On August 4th 2011, i.e., 7 months after the start of the 'No Rights No women' movement, the Honour Crimes Law was abolished. The Domestic Violence law is now in final study by the parliament.

Describe the brief from the client
We discovered that very few Lebanese women knew how discriminated they were by the law, and that even fewer measures were being taken by the government to change their situation. We wanted the Lebanese community and the lawmakers to imagine a world without women, in hopes that something would change. We named both the movement and the campaign 'No Rights, No Women'.

Results
We were featured in: Over 20 leading regional magazines and newspapers Over 57 international blogs and websites Top 3 local and Arab channels The movement got US$1.2m of free media coverage. (Stat - IPSOS) 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 Honour Crimes Law was abolished. The Domestic Violence law is now in final study by the parliament.

Execution
We started 4 weeks before International Women’s Day, by asking women to add moustaches to their profile pictures and to change their gender on Facebook. The complex discriminatory laws, which were widely unknown, were simplified into statements that could be shared as statuses, posts and tweets. Local and regional bloggers, became instantly intrigued by 'the women with moustaches', and wrote about the cause, helping create hype for the event. Our page became 1) a forum uniting NGOs, activists and Lebanese women from around the world and 2) a 'gallery' of user generated content inspired by the campaign. On March 8th, we took the movement to the real world. That morning, women went out dressed as men. Corporations and universities woke up to offices with no women. By nightfall, 20 metres away from parliament, hundreds of women came together to walk for equality.

The Situation
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. 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.

The Strategy
We wanted to quickly engage a large amount of people, by creating a simple act that would generate maximum impact. We wanted women to give up their 'womanship' to claim their citizenship, by becoming 'men'. The digital platform was the starting point and the most engaging field of the campaign. Social Media was the ultimate tool to raise awareness about our cause and to involve the biggest number of people. A tangible physical act had to follow in order to shock but also to attract Media, as well as all online platforms, so that from a small initiative our campaign could reach national and even an international scale.
制作信息
品牌:
广告公司:
首席创意官:
执行创意总监:
创意总监:
文案:
美术指导:
客户主管:
客户经理:
其他职位:Deputy Managing Director: Roula Asmar
Deputy Managing Director: Nada Abi Saleh
Senior Pr Executive: Hala Akiki
奖项
戛纳国际创意节 2012
银奖 公关活动
Best Integrated Campaign Led by PR
戛纳国际创意节 2012
铜奖 媒介应用
Best Use of Social Media Marketing
D&AD 2012
年鉴奖 整合媒体
Earned Media Campaign
Golden Drum International Advertising Festival 2012
金鼓 数字
Social network & community
Golden Drum International Advertising Festival 2012
银鼓 公关活动
Public engagement & participation
EPICA (Europe's Premier Creative Awards) 2012
银奖 其他
Public Relations
EPICA (Europe's Premier Creative Awards) 2012
铜奖 其他
Integrated Campaigns
Mena Cristal Festival 2012
Grand Cristal 企业形象与公关
Integrated
Mena Cristal Festival 2012
Grand Cristal 企业形象与公关
Cyber & Mobile
Mena Cristal Festival 2012
Grand Cristal 企业形象与公关
Media
Mena Cristal Festival 2012
Grand Cristal 网络与手机
Integrated
Mena Cristal Festival 2012
Grand Cristal 网络与手机
Cyber & Mobile
Mena Cristal Festival 2012
Grand Cristal 网络与手机
Media
Mena Cristal Festival 2012
Grand Cristal 整合营销
Integrated
Mena Cristal Festival 2012
Grand Cristal 整合营销
Cyber & Mobile
Mena Cristal Festival 2012
Grand Cristal 整合营销
Media
Mena Cristal Festival 2012
Grand Cristal 媒介应用
Integrated
Mena Cristal Festival 2012
Grand Cristal 媒介应用
Cyber & Mobile
Mena Cristal Festival 2012
Grand Cristal 媒介应用
Media
Mena Cristal Festival 2012
Grand Cristal 推广与直效
Integrated
Mena Cristal Festival 2012
Grand Cristal 推广与直效
Cyber & Mobile
Mena Cristal Festival 2012
Grand Cristal 推广与直效
Media
Mena Cristal Festival 2012
Cristal 企业形象与公关
Great Cause campaign (solidarity, CSR, charity...)
Mena Cristal Festival 2012
Cristal 企业形象与公关
Conception of the Idea
Mena Cristal Festival 2012
Cristal 企业形象与公关
Charity / General Interest
Mena Cristal Festival 2012
Cristal 企业形象与公关
Great Cause / Public Interest
Mena Cristal Festival 2012
Cristal 网络与手机
Great Cause campaign (solidarity, CSR, charity...)
Mena Cristal Festival 2012
Cristal 网络与手机
Conception of the Idea
Mena Cristal Festival 2012
Cristal 网络与手机
Charity / General Interest
Mena Cristal Festival 2012
Cristal 网络与手机
Great Cause / Public Interest
Mena Cristal Festival 2012
Cristal 整合营销
Great Cause campaign (solidarity, CSR, charity...)
Mena Cristal Festival 2012
Cristal 整合营销
Conception of the Idea
Mena Cristal Festival 2012
Cristal 整合营销
Charity / General Interest
Mena Cristal Festival 2012
Cristal 整合营销
Great Cause / Public Interest
Mena Cristal Festival 2012
Cristal 媒介应用
Great Cause campaign (solidarity, CSR, charity...)
Mena Cristal Festival 2012
Cristal 媒介应用
Conception of the Idea
Mena Cristal Festival 2012
Cristal 媒介应用
Charity / General Interest
Mena Cristal Festival 2012
Cristal 媒介应用
Great Cause / Public Interest
Mena Cristal Festival 2012
Cristal 推广与直效
Great Cause campaign (solidarity, CSR, charity...)
Mena Cristal Festival 2012
Cristal 推广与直效
Conception of the Idea
Mena Cristal Festival 2012
Cristal 推广与直效
Charity / General Interest
Mena Cristal Festival 2012
Cristal 推广与直效
Great Cause / Public Interest
Mena Cristal Festival 2012
绿宝石 企业形象与公关
Variation of the Idea / Plurimedia Campaigns
Mena Cristal Festival 2012
绿宝石 网络与手机
Variation of the Idea / Plurimedia Campaigns
Mena Cristal Festival 2012
绿宝石 整合营销
Variation of the Idea / Plurimedia Campaigns
Mena Cristal Festival 2012
绿宝石 媒介应用
Variation of the Idea / Plurimedia Campaigns
Mena Cristal Festival 2012
绿宝石 推广与直效
Variation of the Idea / Plurimedia Campaigns
Mena Cristal Festival 2012
蓝宝石 企业形象与公关
Public Relations & Below the Line
Mena Cristal Festival 2012
蓝宝石 网络与手机
Public Relations & Below the Line
Mena Cristal Festival 2012
蓝宝石 整合营销
Public Relations & Below the Line
Mena Cristal Festival 2012
蓝宝石 媒介应用
Public Relations & Below the Line
Mena Cristal Festival 2012
蓝宝石 推广与直效
Public Relations & Below the Line
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