ABAAD (Dimensions)-Resource Center for Gender Equality is a non-profit, non-politically affiliated, non-religious civil association founded in June 2011 with the aim of promoting sustainable social and economic development in the MENA region through equality, protection and empowerment of marginalized groups, especially women.
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ABAAD/IMC Men Center || June 2012
Launching of the Men Center
Nation-wide Media Campaign under the slogan: “Mest’edeen Nesma’ Haki” (which reads: “we are willing – and here - to listen”
International Medical Corps & ABAAD and with the support of the Arab Foundation for Freedoms and Equality launched a nation-wide media campaign. The aim of this campaign was to enhance and promote an institutionalized referral system and to spread the word about the Men Center in the country. The slogan of the campaign is: “Mest’edeen Nesma’ Haki” which reads: “we are willing – and here - to listen”. The slogan has a double meaning of “someone is speaking to you in an abusive manner”. The campaign targets men residing in Lebanon, among other communities, in an inclusive approach to engage them in combating violence against women.
The promotional materials of this campaign (TV spot, ad, posters, and cards) portray four male figures assuming different professions. While all these men coming from different socio-economic strata, they all express their emotional stress and anger in the same way by assimilating external stimulations – transmitted from daily routine. The emotional discharge however, reflects behavioral manners that are accepted by society and often expected from men. This in turn creates a vicious circle of violence with which the victim becomes the perpetrator.