BRAND ACTIVATIONS THAT CAUGHT OUR AT­TEN­TION

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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.

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