BRAND ACTIVATIONS THAT CAUGHT OUR ATTENTION
Wedding or Funeral?
On July 10, feminist Lebanese NGO KAFA (enough) Violence & Exploitation launched its latest media campaign titled ‘Jezeh aw Jnezeh’, Arabic for ‘Wedding or Funeral’ in a special press conference, as part of its ongoing fight against child marriage in the heart of a predominantly patriarchal system. The campaign was first announced through a Facebook post promoting the press event and an accompanying cover photo featuring a funeral wreath with the tagline ‘Congratulations on Your Wedding’ written upon it, and captions were simply limited to the corresponding Arabic hashtag #ةزانج_وأ_ةزاج and its English counterpart #Weddingorfuneral. Part of the press conference was broadcasted live on Facebook, followed by a campaign video that garnered over 72k views just hours after it was posted.
Eating out to Save Lives Since 2011
The Children’s Cancer Center of Lebanon (CCCL)’S annual Eat out for Life campaign, which spans over the month of July this year, received wide social media attention in the weeks leading up to the event through multiple mentions/articles on leading Lebanese blogs and special social media posts from participating restaurants. Launched in 2011, Eat out for Life is a unique social dining experience whereby a percentage of dining bills at participating restaurants is donated to CCCL. With a total of 43 participating restaurants in this year’s edition, the successful initiative hopes to foster social responsibility within the Lebanese community and collect enough donations to fund the treatment of four children cancer patients at the center.
Celebratory Gunfire Sparks National Outrage
After several people were injured and an elderly man was left dead due to brevet results celebratory gunfire and following a similar incident where photographer Raymond Moujaes was accidentally shot in wedding celebratory gunfire, Lebanese people took to social media to condemn this dangerously prevalent practice that takes its toll on the community with every occasion-packed summer season. The uproar was met with strict action from the ISF, which tightened the ban on celebratory gunfire and exposed the names of reported perpetrators to the general public. People feared more celebratory gunfire to come with the announcement of official Lebanese baccalaureate results in the aftermath of the aforementioned tragic events, but it turns out the general sense of outrage and accompanying government measures worked rather well this time as the practice dropped significantly by then.