#SafetyForSafekeeper
ABAAD Resource Center for Gender Equality
Issue 59 | June 2021
Agency
Leo Burnett Beirut
Creative Team
Chief Creative Officer: Malek Ghorayeb Executive Creative Director: Natasha Maasri Creative Director: Rana Khoury Associate Creative Director: Nadia Deghayli Conceptual Content Creator/Artist: Remie Akl Senior Arabic Copywriter: Lama Bawadi Art Director: Layane Makhlouf Content Creator/Community: Ameer Jabak Content Writer: Mahmoud Jaber
Production Team
AV Production Manager: Karen Maroun
Other Credits
Managing Director: Nada Abi Saleh PR & Comm. Supervisor: Farah El Beaini Senior Comm. Execution: Tala Ezzeddine Junior Communication Executive: Layla Gaussin PR executive: Maia Sahyoun
Date
December 2021
Background
With all that’s going on in Lebanon, the country has become totally unsafe for everyone. While women have been at the forefront of all events, keeping those around them safe, they themselves never felt safe. In fact, studies show that 60% of women in Lebanon were sexually harassed in a public space. And with no law that criminalizes sexual harassment, this matter will never cease. Women’s rights NGO, Abaad, wanted to pressure lawmakers once and for all to pass the law that they have been working on for years.
Idea
#SafetyForSafekeepers If the women of Lebanon are today’s safekeepers, they deserve safety. For that reason, they raised their demands with the voices of those safekeepers and demanded safety for the safe keepers.
Results
IMPACT - Activists shared their support online. Legislators joined the conversation. - Local/Regional TV Coverage such as CNN International, BBC, France 24, Marie Claire. - Inspired initiatives worldwide, such as the Egyptian movement launched on Twitter #SupportBisant. - Online video was translated to French, Kurdish, Farsi, Turkish, Italian, & Swedish. - Case reporting: o More than 1000 women reached out with an increase of 250% from previous month. o Over 60% of women reported to have been sexually harassed in public. VIEWS & ENGAGEMENT - 28 Million+ organic views - 200K shares - 262 Million + impressions - $2 Million + earned media - 13.3% Instagram engagement rate - 96.3% increase in total followers for the influencer JUDICIAL ACT On Dec. 21st 2020, Lebanon criminalized sexual harassment for the first time. The sexual harassment law finally passed giving a smashing victory to the true Safekeepers of Lebanon.