Campaign details

Brand: Lebanese Democratic Women’s Gathering (RDFL)
Brand owner: Lebanese Democratic Women’s Gathering (RDFL)
Lead agency: J. Walter Thompson Beirut
Contributing agency: Mirum Beirut
Country: Lebanon
Industries: Charities & voluntary organisations
Media channels: Content marketing, Social media, Websites & microsites
Budget: Up to 500k

Executive summary

The Lebanese Democratic Women's Gathering (RDFL) is a women's rights NGO that has been battling against the odds, and fighting for three years, to pass a law that denies the marriage of underage children (under 18). It seemed like traditional communication was not doing the trick. We needed something that took the country by storm and really highlighted the seriousness of the issue at hand. So 'young3arous' was created, the first e-matchmaking child bride agency. Fake profiles of young girls were uploaded for people to pick and choose from and, for those unfamiliar with online channels, we set up a booth in a mall.