Partners: Leo Burnett
Program: Socio-economic Development
Sectors: Education, Governance, Social Welfare & Livelihood
The ‘Khede Kasra’ campaign focused on playing with the common social perceptions of male dominance. Using Arabic as a key tool to portray this, the campaign focused on how with a simple ‘Kasra’ (accent) women can alter their status quo. The campaign had won a Gold Lion at the Cannes International Advertising Festival in 2009, becoming the first Lebanese campaign to receive such an award. It also won the gold medal for ‘Mixed Media for Promotion of Peace/Human Rights, and an outdoor bronze medal for ‘Best Use of Media’ category by the United Nations of Public Information and the New York Festival International Advertising Award.