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 Charities, Public Health & Safety, Public Awareness Messages Bronze

Credits & Description

Type of entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
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: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
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


Over 20 leading regional magazines and newspapers
Over 57 international blogs and websites
Top 3 local and Arab channels

The movement got $1.2m USD 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 Honor Crimes Law was abolished. This was considered a turning point in Lebanese legislative history.

The Domestic Violence law is now in final study by the parliament.



Creative Execution


We wanted the Lebanese community and the lawmakers to imagine a world without women.
We asked women to add moustaches to their profile pictures and change their gender, to become men.

The complex discriminatory laws were simplified and made accessible to as statuses, posts and tweets. An online petition was circulated to change the laws.
NGOs, activists, reporters, bloggers, online magazines, students and artists, helped build hype by generating their own content.
On March 8th, International Women's Day, women around the country dressed as men & that night, hundreds gathered close to parliament to walk for equality.
The event made it to the opening of the 8 o'clock news on leading local and Arab Channels.
We received international exposure being featured in magazines, radios, newspapers, as well as numerous regional and international blogs and websites.




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'.