ABAAD Resource Centre for Gender Equality: #ShameOnWho

ABAAD, a resource centre for gender equality, encouraged women in Lebanon to speak out and report their sexual assault cases by conducting a social experiment and immersive play to break taboos and highlight the shame they endure.

Campaign details

Brand: ABAAD Resource Centre for Gender EqualityAgency: Leo Burnett BeirutCountry: Lebanon

Objectives

In Lebanon, society often accuses and blames female rape victims, stigmatizing and shaming them for provoking the rape or sexual assault 1.

  1. Change behavior
  2. Our aim was to empower rape survivors by shifting the blame from the victims to the rapists, in order to empower more women to speak up and report their assault cases. This is the most crucial step to bring justice to the survivors and lock predators off the streets.

    KPIs: Number of sexual assault cases reported to...

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