SUB CATEGORY :

BEST USE OF GUERILLA MARKETING

COMPANY ENTERING :

LEO BURNETT BEIRUT, BEIRUT

ENTRY TITLE :

KAFA "LEGALLY BRIDE"

BRAND :

KAFA WOMAN’S RIGHTS NGO

ADVERTISER :

KAFA (ENOUGH) VIOLENCE & EXPLOITATION

AGENCY :

LEO BURNETT BEIRUT, BEIRUT

CHIEF CREATIVE OFFICER :

BEHARA MOUZANNAR

EXECUTIVE CREATIVE DIRECTOR :

MALEK GHORAYEB

CREATIVE DIRECTOR :

RANA KHOURY

COPYWRITER :

LAMA BAWADI

ART DIRECTOR :

CHRISTINA SALIBI

ACCOUNT MANAGER :

NADA ABI SALEH

ACCOUNT EXECUTIVE :

ROY KHACHAN/CAMILLE MEDAWAR

PR DIRECTOR :

JO CHEMALI

PR PLANNER :

TALA ARAKJI

PR SUPERVISOR :

RITA CHAMMAS

STRATEGIC PLANNING MANAGER :

JEAN-GEORGES PRINCE

THE BRIEF :

IN LEBANON, MORE THAN 13% OF GIRLS GET MARRIED BEFORE THEY’RE18. THERE IS NO CIVIL LAW FOR MARRIAGE, SO YOU CAN ONLY GET WED UNDER RELIGIOUS LAW, AND ALL RELIGIOUS SECTS IN LEBANON ALLOW CHILD MARRIAGE. SO A GIRL AS YOUNG AS 9 CAN LEGALLY GET MARRIED. THE NGO KAFA APPROACHED US TO PRESSURE LEBANESE RELIGIOUS INSTITUTIONS SO WE CAN GIVE KAFA THE POPULAR PRESSURING TOOLS TO USE AGAINST CHILD MARRIAGE. OUR OBJECTIVE WAS TO RAISE AWARENESS ON THE ISSUE AND RALLY PUBLIC SUPPORT AROUND THE CAUSE.

THE STRATEGY :

OUR AUDIENCE IS PRIMARILY THE LEBANESE PUBLIC, INCLUDING PUBLIC FIGURES, INFLUENCERS, PEOPLE AT LARGE: ANYONE AND EVERYONE WHO COULD PUT PRESSURE ON THE RELIGIOUS AUTHORITIES. OUR SECOND TARGET WAS TO REACH A REGIONAL AND INTERNATIONAL LEVEL AND MAXIMIZE AWARENESS ON THE ARCHAIC LAWS, AS WELL AS INCREASE THE PRESSURE. THE PLATFORM ALLOWED USERS TO SHARE THE VIDEO DIRECTLY FROM KAFA’S PAGE AND REACT ON IT, TAGGING THEIR FRIENDS AND COMMENTING WITH THEIR OPINION. WITH THE CONTROVERSIAL NATURE OF THE CONTENT THE CONVERSATION ON FACEBOOK HELPED PROMOTE THE AWARENESS AND OUTRAGE WE WERE SEEKING

THE EXECUTION :

A PICTURE, SHOWING THE OLD GROOM AND THE YOUNG BRIDE, TAKEN DURING THE FILM SHOOT WAS POSTED LIVE ON SOCIAL MEDIA AND TRIGGERED A CONVERSATION WHILE PEOPLE WENT ON SHARING IT AND CLAIMING THEIR OUTRAGE. THE FILM WAS POSTED 48H LATER ON KAFA’S FACEBOOK AND YOUTUBE ACCOUNTS AND ON ALL PAGES WHERE THE PICTURE WAS SHARED PREVIOUSLY. THE FILM WAS THEN ORGANICALLY POSTED ON NUMEROUS LOCAL AND REGIONAL NEWS PAGES AND ACCOUNTS, ALLOWING FOR A MUCH WIDER REACH AND MASSIVE SHARES.

THE RESULT :

IT IS SAFE TO SAY THAT THE ONLINE VIRAL ASPECT OF THE FILMED STUNT SPIRALED OUT OF OUR CONTROL AS IT GAINED IMMENSE LOCAL, REGIONAL, AND INTERNATIONAL EXPOSURE. - MORE THAN 100 MILLION ORGANIC VIEWS SPREAD ACROSS DIFFERENT ACCOUNTS AND PLATFORMS - MORE THAN 100 PUBLICATIONS AND TV CHANNELS IN MORE THAN 50 COUNTRIES COVERED THE STORY, AMONG WHICH ARE THE HUFFINGTON POST, THE INDEPENDENT, THE DAILYMAIL, VANITY FAIR, COSMOPOLITAN, CNN, FRANCE 2 , TV5 - 95% OF THE LEBANESE INTERNET POPULATION REACHED. - MORE THAN 700 MILLION PEOPLE REACHED WORLDWIDE - FACEBOOK: 99.97% POSITIVE SENTIMENT