Next Creative Leaders
Next Creative Leaders is a portfolio competition that identifies, celebrates, and gives a global platform to talented women and non-binary creatives who are making their mark on the world with both their work and a unique point of view on creative leadership.
2021 Next Creative Leaders Work - NCL Work
Agency Nadia Deghayli
Client NCL 2021 | Nadia Deghayli
To show that help is still available, ABAAD, a Lebanese Resource Center for Gender Equality, asked us to help spread their emergency helpline number.
Our campaign pushed people across the country to share this important number from the one place possible during confinement, their balconies. On April 16, at 6:00 PM, ABAAD's Emergency Helpline number became the talk of the town, as hundreds of people took part in the initiative, sharing not only the number but also messages of solidarity from sheets hung on hundreds of balconies across the country.
The next day, we launched a series of camouflage videos with influencers and celebrities to further spread the number by secretly embedding it in tutorials and subtitles, so that more women could safely watch the content while confined with their abusers. Many others were inspired to do their own videos. In April 2020, ABAAD received 588 calls, which is a 260% increase compared to March.
Being in lockdown doesn’t mean you should be locked up.
This project is:
Leo Burnett Beirut
My Role in This Project
When I first received this client brief, I automatically knew that this one of the projects that could really make an impact on what was happening to many women in Lebanon. Women who were stuck, women who were helpless and hurting, women who could easily be our loved neighbors. This project became more than a brief to crack; it was a mission that had to be done but done quickly and smartly. My creative director and I put together a team and after a couple hours of brainstorming, we knew we had found a solution. A simple solution that would be easy to implement by us but also others and that could potentially make a real difference.
I was responsible for leading the design and execution of the entire project. We started painting on their old sheets, in our parking lots, in our living rooms and on our dining tables. We hung those painted sheets with Abaad’s emergency hotline on our balconies and shot our first rushes. In a matter of days, our campaign manifesto was ready and we simply asked people to follow simple steps to produce their own sheets. The execution process was so simple that thousands of Lebanese participated. In parallel, we asked influencers to secretly embed the hotline in their content to be able to spread the hotline on social as well. What we asked of these people was simple, and we ended up with hundreds of pieces of content that could help us spread our important number.
Leading on such an amazing project that was executed by a team who believed in the cause was one of the most inspiring experiences. Seeing the results of our campaign made the team and I believe that our industry does have the power to push for change.
LockDown Not LockUp Manifesto
LockDown Not LockUp Case Study