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Kafa "Legally Bride"

Award: Wood Pencil

Wood Pencil / Integrated & Collaborative / Earned Media/Small Business (under 50 employees) / 2017

We were approached by the NGO to create awareness around the existence of child marriage in Lebanon today and give the NGO proper pressuring tools to use against the relevant authorities and make a change.
Research showed that amongst those laws, a girl as young as 9 can marry. We realized that not all people were aware that this law existed or was still applicable.
Our objective was to raise awareness on the issue and rally public support around the cause.

Solution & Cultural Context:
In order to risk any censorship by authorities and avoid issue by TV stations, posting the film online was our only media route-especially since all publications in Lebanon are closely affiliated to sects.

The campaign’s virality spiraled out of control:
Over 100 million organic views across different accounts & platforms
Over 100 publications & TV channels in over 50 countries covered the story
95% of the Lebanese Internet population reached
Over 700 million people reached worldwide
Facebook: 99.97% positive sentiment
UN adopted our campaign to be its own anti-child marriage #Idont campaign
Famous prankster was inspired by our campaign replicating our social experiment in Times Square, NYC

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 global level and maximize awareness on the child marriage issue in Lebanon, as well as increase the pressure. Posted on YouTube and embedded on Facebook, Facebook was the main platform of the campaign to gather both views and reactions.

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