Brand: ABAAD Brand owner: ABAAD Entrant company: Leo BurnettIdea creation: Leo Burnett Dubai Market: Lebanon Sector: Charities & voluntary organisations Media channels: Online video, Word of mouth, Influencers, KOLs, Livestreaming, Television & Connected TV Budget: Up to 500k
ABAAD is a Lebanese non-governmental organisation (NGO) focusing on women’s rights.
It faced a challenge. While unofficially reported cases of domestic abuse rose across Lebanon, calls reporting abuse to ABAAD’s helpline declined.
Women believed their safety was not a priority given Lebanon’s...