Role

Creative technologist

Client

Abaad

Agency

Leo burnett

Through a social experiment film, interactive OOH, a stunt, an immersive play and an Integrated influencer and PR amplification program, we brought the country’s attention to the rape taboo and bluntly exposed a patriarchal society that shames and blames women survivors of rape. Through this ecosystem, we were able to break the taboo, shift the blame from the victims to the rapists, and encourage survivors to speak up and report rape cases, finally paving the way for justice.

#ShameOnWho? (#MineElFelten) – Judge the rapist not the victim In the Lebanese patriarchal society, people tend to blame the woman who was victim of sexual abuse as if she was “Looking for it”. They criticize the way she dresses, the way she looks, her actions, etc… Victims of rape are accused of being at fault and called names. A very common Lebanese word is used when “accusing” a rape victim is “Feltene” which means someone who is morally loose. This is why we asked the rhetorical question #Min_ElFelten (#shameOnWho?) to highlight that the woman is not to blame, but the rapist is. He is the one to be blamed for his lack of humanity and loose morals. The shame needed to be shifted from the victim so that people could finally judge the rapist not the victim.