In 2008, Hariri Foundation partnered with Leo Burnett to carry out the “Khede Kasra” campaign (Arabic connotation for women to “make it ordinary”), addressing the role of women in altering their status quo. Using Arabic language as a key cultural instrument, the campaign capitalized on the use of ‘Kasra’ (Arabic for the accent used to give a female connotation to Arabic terms) in ordinary daily language. The campaign employed multimedia channels, including out-of-home advertising signs, public walls, TV outlets, radio stations, and social media pages, mainstreaming the addition of an accent to famous Lebanese words and sentences. Women and men were engaged in manually adding the accent to interactive walls and in acting as advocates of the movement themselves.
Khede Kasra was the first Lebanese campaign to receive the Gold Lion award at the Cannes International Advertising Festival in 2009. The campaign also received 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.