ABAAD: Priority Too

Tahaab Rais, Razan Mneimneh, Selena Jammaz

Lebanese women's rights non-governmental organisation (NGO) ABAAD created the Priority Too campaign to tackle gender-based violence (GBV) and increase calls to its helpline.

Campaign details

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

Executive summary

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...

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