In Lebanon, child marriage is legal and many girls are married at a very young age. The RDFL Lebanese Women Democratic Gathering have been working on The “Notbefore18” campaign and a law that would set the minimum age for marriage at 18. In the recent years, serveral awarded campaigns addressed the issue with the goal to change the law. Among them: “Legally bride” from Leo Burnett, “Young3arous” from RDFL, “Rana’s future” from Aliaa Awada. J. Walter Thompson decided to present this social issue from a medical point of view. From this perspective no one could dispute or invalidate the topic. The agency spread print, outdoor and other media with the medical facts. They have invited influencers and transform them into medical speakers and spread online as medical advisory videos. As a result, the speaker of Lebanon’s parliament, Nabih Berri, has proposed again the protection of children from early marriage law. The proposal was submitted a few months ago as a result of th campaign. In recent years, the law project to protect children from early marriage was advanced to Lebanon’s parliament several times.
AGENCY: J. Walter Thompson Beirut
EXECUTIVE CREATIVE DIRECTOR: Nicolas Geahchan
CREATIVE DIRECTOR: Paola Mounla
ART DIRECTOR: Maya Mohtar
COPYWRITER: Maher Dahdouh
MANAGING DIRECTOR: Tarek Haddad