Creative Director
Cover-ImagesYoung-Bride.png

Young Bride | RDFL

Lebanese people can’t catch a break when it comes to politics and religion. And due to the constant turmoil in the country, people have become numb regarding matters such as child marriage that do not affect them directly. Additionally, Lebanese laws are set and abide by religious norms. The most prominent two religions are Christianity and Islam, and in both religions underage marriage is not condemned. As a result, there is no law in Lebanon protecting young girls from early marriage.

 

When creating the shocking campaign, we were forced to shut down both online and offline activities due to people and the government’s reaction, yet no action has been taken on a legislative standpoint.

Lebanese people can’t catch a break when it comes to politics and religion. And due to the constant turmoil in the country, people have become numb regarding matters such as child marriage that do not affect them directly. Additionally, Lebanese laws are set and abide by religious norms. The most prominent two religions are Christianity and Islam, and in both religions underage marriage is not condemned. As a result, there is no law in Lebanon protecting young girls from early marriage.

When creating the shocking campaign, we were forced to shut down both online and offline activities due to people and the government’s reaction, yet no action has been taken on a legislative standpoint.

Profiles of underage girls filled the pages of young3arous.com, the campaign website, and were spread on dedicated social media pages. For those unfamiliar with e-commerce, an in-mall booth was set up to offer the child brides. Most of the girls on offer were actual young brides, either dead or who had suffered traumatic injuries both physical and psychological because they were too young to bear children. And just like that, we had around 5,000 potential future grooms of young brides. They were naturally lured on the website and into a dedicated database. Then, the best talk show in town invited RDFL to go public with the initiative on prime-time TV. Finally, we called people to march with us and call out to change the law protecting underage girls from early marriage.

Client Social Media Pages: Instagram | Facebook | Twitter

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case study

caption: Carla, 14 years old, young, cute and eager to please her future husband. The post that went viral in minutes and lead people to the website

caption: Carla, 14 years old, young, cute and eager to please her future husband. The post that went viral in minutes and lead people to the website

website landing page showcasing the selection of young brides to choose from

website landing page showcasing the selection of young brides to choose from

website young bride profile page that revealed the ugly truth and asked people to sign the petition to end child marriage in Lebanon

website young bride profile page that revealed the ugly truth and asked people to sign the petition to end child marriage in Lebanon

post-reveal awareness ad

post-reveal awareness ad

the Influencers who endorsed the campaign organically

the Influencers who endorsed the campaign organically

the campaign & results

the campaign & results