NO RIGHTS, NO WOMEN Promo, Case study NO RIGHTS NO WOMEN by H&C Leo Burnett Beirut

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Media Promo & PR, Case study
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 March 2011

Credits & Description

Category: Best Use of Integrated Media
Chief Creative Officer: Bechara Mouzannar (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)
Media placement: Online - Facebook (event link in no longer active), This is Beirut La Gazette Montreal, - March 2011
Media placement: Online -,,,,, EPA, - March 2011
Media placement: Online - IndiaTimes,, HindustanTimes, Blobal BC, MSG, Big Soccer, Road Dunner, - March 2011
Media placement: Online -,, Orlando Sentinel, Global News, CBS News,, - March 2011
Media placement: Online -,, Globalmaritimes, Forum,, The Windsor Star, - March 2011
Media placement: Online - Great way Online, An Nahar,, Feminist Peace Network,, - March 2011
Media placement: Online -,, Wondering-jo.blogspot, mimiin Beirut.blogspot,, - March 2011
Media placement: Online - delta-optimism, un-cri.blogspot, etc. - March 2011
Media placement: Magazine - Al Maraa Lyom, TimeOut Beirut, Marie-Claire Arabia, etc. - March 2011
Media placement: OOH - Samir Kassir Square, Downtown Beirut, Companies, universities - March 2011

Insights, Strategy & the Idea
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'.

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 and change their gender, to become men.

Facebook became our launching pad, displaying simplified versions of discriminatory laws. They became status & tweets on 57 blogs, magazines.

Hype started to be built on line with the help of different communities becoming the reporters of the movement

We made the 8 o'clock news on leading local and Arab Channels.
On March 8th, hundreds of women around the country dressed as men gathered close to parliament to walk for equality.

Results and Effectiveness
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.