LBCI: #WeMissLebanon

LBCI, a TV station, launched a campaign in the Middle East and Africa to connect with a wider audience, and shift the perception of traditional standards of physical beauty and image to a more empowered one.

Campaign details

Brand: LBCi Brand owner: LBCi Entrant company: IMPACT BBDO, Idea creation: Impact BBDO Beirut Market: Lebanon Sector: TV channels, services, programmes Media channels: Print - general, Social media, Radio & audio, Television & Connected TV, Outdoor, Out-of-home Budget: Up to 500k

Executive summary

We wanted to empower politically oppressed Lebanese women and recognise their leading role in a national uprising calling for socio-economic change. We turned the same platform that had objectified women in the past to one that lifts and empowers...

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