NO RIGHTS NO WOMEN by H&C Leo Burnett Beirut for NO RIGHTS, NO WOMEN

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NO RIGHTS NO WOMEN

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Lebanon
Agency H&C Leo Burnett Beirut
Creative Director Areej Mahmoud - Caroline Farra - Celine Khoury
Copywriter Diala Haidar, Rana Najjar - Rana Khoury
Account Supervisor Ghena Maalouf
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Social Media Marketing Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Social Media Marketing
Advertiser: NO RIGHTS NO WOMEN
Product/Service: PRESSURE GROUP FIGHTING FOR WOMEN’S RIGHTS
Agency: LEO BURNETT BEIRUT, LEBANON
Advertiser NO RIGHTS NO WOMEN
Product PRESSURE GROUP FIGHTING FOR WOMEN’S RIGHTS
Entrant LEO BURNETT BEIRUT, LEBANON
Type of Entry: Use of Media
Category: Best Use of Social Media Marketing
Title: NO RIGHTS NO WOMEN
Advertiser/Client: NO RIGHTS NO WOMEN
Product/Service: PRESSURE GROUP FIGHTING FOR WOMEN’S RIGHTS
Entrant Company: LEO BURNETT BEIRUT, LEBANON
DM/Advertising Agency: LEO BURNETT BEIRUT, LEBANON

Chief Creative Director: Bechara Mouznnar (Leo Burnett Beirut)
Executive Creative Direcor: Malek Ghorayeb (Leo Burnett Beirut)
Creative Director: Areej Mahmoud (Leo Burnett Beirut)
Senior Art Director: Roula Asmar (Leo Burnett Beirut)
Senior Art Director: Lea Salibi (Leo Burnett Beirut)
Senior Art Director: Natasha Maasri (Leo Burnett Beirut)
Copywriter: Rana Khoury (Leo Burnett Beirut)
Copywriter: Diala Haidar (Leo Burnett Beirut)
Deputy Managing Director: Nada Abi Saleh (Leo Burnett Beirut)
Account Supervisor: Ghena Maalouf (Leo Burnett Beirut)
Account Manager: Dana Khairallah (Leo Burnett Beirut)
Executive Public Relations: Hala Akiki (Leo Burnett Beirut)



Results


Our Facebook page was viewed over 16,700 times in only 1 week.

More than 1000 “female” Facebook profiles changed their genders to “Male”.

Thousands of tweets and re-tweets were circulating.

57 regional and international blogs were covering this initiative.

$1.2m USD of free media coverage. (Stat - IPSOS)


On 4/09/2011, i.e. 7 months after the start of the 'No Rights No Women' movement, The Honor Crimes Law was abolished.

The Domestic Violence law is in final study by parliament.



Creative Execution


We asked women to add moustaches to their profile and change their gender, to become men. More than 1000 did it over night on their Facebook pages.

Facebook became our launching pad, displaying simplified versions of very complex and discriminatory laws. Those laws became status on different social networks. Thousands of tweets relayed the info and became posts that made the news on more than 57 blogs around the world.

An online petition was circulated to change the laws.

A hype started to be built on line with the help of different communities, they all became the reporters generating their own content.




We were approached by a group of Lebanese women fighting for women’s rights, to create a campaign for their new organisation.

By Lebanese law, men and women are not equal. Some laws are so discriminatory that they reduce women to “half citizens”.
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.

If it takes a man to become a full citizen, so be it!

We named both the movement and the campaign 'No Rights, No Women'.