ABAAD – Resource Centre for Gender Equality: Dirty laundry

ABAAD, a non-profit women's rights organization, co-created a spoken word film, featuring women being hung on clotheslines, in partnership with influential artist Remie Akl to pressure the Lebanon Parliament to change the law pertaining to rape by increasing the jail sentence, and stop the societal taboo surrounding it.

Campaign details

Title: Dirty LaundryBrand: ABAAD Resource Centre for Gender EqualityProduct: Anti-sexual abuse campaignIdea: Leo BurnettCountry: Lebanon

Why is this work relevant for Creative Effectiveness?

In Lebanon, speaking out about rape is akin to "airing your dirty laundry".

Society silences survivors in the name of shame, while the Law barely protects the rights of women who do manage to speak out.

We took this cultural analogy, creating a searing spoken-word music video in which women were literally hung on a clothes line; demonstrating the absurdity of this mentality, rallying them around...

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