Fifty Fifty Lebanon - "Waiting Claiming" by PHNX Awards 2020
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Fifty Fifty Lebanon - "Waiting Claiming"
- Brand: Fifty Fifty Lebanon
- Country: United Arab Emirates
- Advertiser: fiftyfifty
| Title | Waiting Claiming |
| Agency | Impact BBDO |
| Campaign | Close The Gap |
| Advertiser | fiftyfifty |
| Brand | Fifty Fifty Lebanon |
| Date of First Broadcast/Publication | 2020 / 2 |
| Product | Equal Gender Pay |
| Story | Background: The gender pay gap has been steadily narrowing globally. But in Lebanon, not as fast as it should. To date, a 21% average gender pay gap remains to be closed; contributing to Lebanon’s poor ranking at 145 out of 152 countries*. *Global gender Gap Report 2020 As part of its initiatives to build a gender balanced Lebanon, fifty fifty wanted to raise awareness about the 21% gender pay gap; and inspire a behavioral change in women and towards women in the workplace. Idea: The idea was to show people what it means to close the gap, literally. In Arabic, a gap between two words or two letters impacts the way they are read and understood. And in some cases, by closing the gap between the letters, we reveal a new word, with an entirely different meaning. We chose words that with the gap, reflected women’s reality at the workplace today. Unequally paid, stagnating in lower positions, with unequal opportunity to grow. We asked people to close the gap, to reveal new words with empowering, positive and hopeful meanings. By inviting people to close the gap between letters, we showed them what it means to close the pay gap between genders. Results: 2+ Million impression Website visit +40% Awareness of Labor Law +80% |
| Creative Director | Sarah Berro |
| Creative Director | Marie Claire Maalouf |
| Chief Creative Officer | Paul Shearer |
| Executive Creative Director | Ali Rez |
| Art Director | Bijoy Purayil |
| Designer | Ahmed Nawara |
| Strategy Director | Noor Hassanein |
| Account Director | Rima Hussein |
| Producer | Ann Geleen Amparado |
| Motion and Image Making Lead | James Keith Elgie |
| Creative Services Director | Tennyson Torcato |
| Typography Artist | Nabil Al Mawla |
| Executive Arabic Proof Reader | Husam Al Agha |
| Producer, Lebanon | Rawad Keyrouz |
| Videographer, Lebanon | Charles Hatem |
| Motion Designer, Lebanon | Nidal Bou Ghanem |
| Head of Multimedia, Lebanon | Ramy Tannous |
| Account Director, Lebanon | Lilas Sinno |