Ghiwa Abi Khalil, graphic designer at The Creative 9, discusses five hugely impactful campaigns that have each brought much-needed awareness to important projects
As a Lebanese graphic designer, I always keep an eye on the latest campaigns happening around me and I’m intrigued by the evolution of the advertising sector in Lebanon. One key thing I’ve noticed recently on social media is the rise of awareness campaigns that tackle important issues such as women rights, economic crisis and health - topics that have been neglected for years. In addition, another neglected topic that cannot be missed is the aftermath of the Beirut Blast that took place on 4th August 2020. One year has passed, and citizens are still struggling with PTSD. Awareness campaigns positively impacted those who were in need of help and support, and the advertising sector has contributed to those citizens more than the government itself...
This campaign celebrates a strong partnership between the United Arab Emirates and the American University in Dubai. When AUD was being built from the floor up, UAE as we know it now was coming to life. With a mutual goal, both sides aim to grow, expand and raise incredible generations to come. The concept behind this short film was ideated by The Creative 9 agency in Beirut, that has a passion for telling stories that inspire.
UN Women Lebanon - 'The Missing Piece'
Agency: Leo Burnett
This campaign raises awareness on the lack of women’s integrity in the peace-building dialogues. The idea behind the missing letters tweet
perfectly reflects the impact of excluding 50% of the population - which are the women, in this case - form peace-building dialogue. When people realise that this sentence does not make any sense without the missing letters, they will understand the importance of female presence and decision-making in any dialogue taking place in Lebanon.
Political Pen - Awareness Campaign
Production: Manal Hanna
Director: Tony Eli Kanaan
After the huge blast that hit Beirut, many victims were left with trauma. However, people around them are not aware of the traumatic events that they are facing. Even after a year, these people are still untreated and neglected. This awareness campaign shows the tragedy and horror these people are living on a daily basis and raises awareness on this issue for them to get help.
MTV Lebanon - '#WeAreUnbreakable'
Since the 4th August blast, answers have still not been given. The '#WeAreUnbreakble
' campaign aims to demand justice for the victims by depicting the victim’s recognisable faces in glass. The portraits were formed on recycled glass from the blast which reveals a loud 'scream' of truth and gives the campaign authenticity. In the video, we understand that even if everything was broken, Lebanese people will remain unbroken and will demand justice.
Dawrati - 'My Pad'
Production & Director: Mohamad Sammak
With the economic crisis hitting the Lebanese population, the basic need of sanitary pads became a luxury for many. The prices increased by 500%. This short video aims to raise awareness on this major issue by showcasing a middle-class woman that has stolen pads from a store. This shows how prestigious and rare is to buy sanitary pads.