#ShameOnWho
Gender Equality NGO
Issue 50 | March 2019
Agency
Leo Burnett Beirut
Creative Team
Chief Creative Officer: Bechara Mouzannar Regional Executive Creative Director: Malek Ghorayeb Creative Director: Rana Khoury Associate Creative Director: Christina Salibi Creative Director: Lea Salibi Senior Arabic Copywriter: Lama Bawadi Art Director: Sara Egavian Junior Writer: Mariam Shour Art Director: Lama Assaf
Production Team
Digital Director: Rania Waked AV Production Manager: Zeina Mokdad AV Producer: Elias Achkar Digital Planner: Jennyfer Harb Road 2 films
Other Credits
Managing Director: Nada Abi Saleh Managing Director: Jo Chemali Communication Manager: Samer Chamata Senior Communication Executive: Farah El Beaini Communication Manager: Christopher Nehme Communication Supervisor: May Chaker Regional Digital Director: Philippe Araman Jr. Communication Executive: Annie-Rita Kassarjian Junior Communication Executive: Layla Gaussin PR executive: Maia Sahyoun MSL Beirut
Date
November 2018
Background
The Lebanese society is deeply rooted in patriarchy to the point of shaming and blaming women who are victims of rape. Victim blaming is the main reason women do not report rape cases in Lebanon fearing scandal and stigma. Abaad, a Lebanese NGO, wants to shift the blame from the victim to the rapist, and empower women to speak up.
Idea
#ShameOnWho? Min el felten – Judge the rapist not the victim In the Lebanese patriarchal society, people tend to blame the woman who was victim of sexual abuse as if she was “Looking for it”. They criticize the way she dresses, the way she looks, her actions, etc… Victims of rape are accused of being at fault and called names. A very common Lebanese word is used when “accusing” a rape victim is Feltene which means someone who is morally loose. This is why they asked the rhetorical question. Min el felten (#shameOnWho?) to highlight that the woman is not to blame, but the rapist is. He is the one to be blamed for his lack of humanity and loose morals. The shame needed to be shifted from the victim so that people could finally judge the rapist not the victim.
Results
The campaign, mainly the social experiment film, lead to a widely unprecedented conversation on rape and sparked a massive local and international resonance pushing 238 rape survivors to come forward and speak up. VIEWS & ENGAGEMENT - 4 Billion+ online impressions - 13.9 Million+ views - $12.2 Million+ earned media value - 240+ publications (Digital+offline) CASES REPORTING - 238 cases of sexual assault reported to Abaad during the month of the campaign versus 13 cases in previous year - ULAP – Major Lebanese international influencer, came forward as a rape survivor following the campaign and is met with unprecedented support and praise. COVERAGE AND SUPPORT - Prominent politicians, celebrities and public figures tweeted/posted their support. - Local/regional TV coverage through news bulletin, and international coverage through big platforms such as CNN International, BBC, France 24, AJ+, Brut India etc. - Huge debate sparked in the Lebanese American University around the #ShameOnWho question.