Abaad

Leo Burnett Beirut *Lead Agency

Bechara Mouzannar Mouzannar, CCO/Campaign Supervision
Nada Abi Saleh, MD/Campaign Supervision
Malek Ghorayeb, ECD/Campaign Supervision
Rana Khoury, CD/Developed initial idea & led overall campaign execution
Lea Salibi, CD/Developed initial idea & led overall campaign execution
Christina Salibi, ACD/Developed initial idea & led overall campaign execution
Lama Bawadi, Senior Copywriter/Developed Initial Idea and led on Arabic writing
May Chaker, CS/Developed initial idea & led overall campaign execution
Samer Chamata, CM/Developed initial idea & led overall campaign execution
Sara Evagian, AD/Design Lead
Christopher Nehme, CM/Developed initial idea & led overall campaign execution
Zeina Mokdad, AV Prod Manager/Film Production coordination
Elias Achkar, AV Producer/Film Production Coordination
Jennyfer Harb, Digital Planner / Digital Planning & Delivery / Amplification & Analytics
Philippe Araman, Regional Digital Director / Digital Amplification & Analytics Supervision and
Mariam Shour, Copywriter / Led English Copywriting
Lama Assaf, AD/Digital Design Lead

MSL GROUP

Farah El Beaini, PR/Led Media & PR amplification
Annie-Rita Kassarjian, PR Communication Exe / Media & PR Amplification execution
Layla Gaussin, PR Communication / Media & PR amplification

Through an integrated campaign entrenched in the testimonies of real rape survivors, we brought the country’s attention to the rape taboo, launching an unprecedented conversation that bluntly exposed a patriarchal society that shames and blames women survivors of rape. Through the campaign’s massive local and international resonance, for the first time, we managed to break the silence around rape. We shifted the blame from the victims to the rapists, and most importantly we empowered 238 rape survivors to speak-up and report their rape cases, finally paving the way for justice.