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  • SUB CATEGORY :
    BEST USE OF FILM & RADIO
  • 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
  • URL :
    https://www.youtube.com/watch?v=F-OYqm7n0WE
  • URL :
    https://www.facebook.com/kafa.lb/videos/10153817677249337/