16 Days of Activism against GBV – 2011
ABAAD in partnership with International Medical Corps launched their joint campaign for the internationally recognized 16 days of activism to End Violence against Women in November 2011. The campaign focused on using a hegemonic masculine trait, the use of power or force, in paradox against the use of violence. This approach, using masculinity to transform masculinity, was the first of its kind in a TV commercial campaign in the Middle East. The TV Spot of the campaign can be watched on Abaad Facebook page.
The National campaign was united under the message: “Beating is…shameful – Men & Women Say No to Violence against Women”. The campaign’s success was thoroughly documented through the social media channels on which it was also posted, namely Youtube (3151 view to-date) and Facebook.
The ad campaign also was shown as a visual in several different formats:
- Web-banners on several different Lebanese Newspapers websites (Al-Akhbar & Al Joumhouria);
- 14 Uni-poles, 50.000 Fliers, 3000 posters, and 6 newspaper Ads;
- 100.000 Text messages were also sent out throughout the country;
- 1.350.000 Bulk e-mails were also sent to individuals throughout Lebanon & the Middle East;
- 200.000 additional bulk emails were donated to the campaign.
