Close The Gap
Fifty Fifty Lebanon
Issue 56 | October 2020
Agency
Impact BBDO Dubai
Creative Team
Creative Directors: Sarah Berro, Marie Claire Maalouf Chief Creative Officer: Paul Shearer Executive Creative Director: Ali Rez Art Director: Bijoy Purayil Designer: Ahmed Nawara
Production Team
Producer: Ann Geleen Amparado Motion and Image Making Lead: James Keith Elgie Creative Services Director: Tennyson Torcato Typography Artist: Nabil Al Mawla Executive Arabic Proof Reader: Husam Al Agha Producer, Lebanon: Rawad Keyrouz Videographer, Lebanon: Charles Hatem Motion Designer, Lebanon: Nidal Bou Ghanem Head of Multimedia, Lebanon: Ramy Tannous Post, Boomtown Productions: Mannu Singh, Suresh Nair
Other Credits
Strategy Director: Noor Hassanein Account Director: Rima Hussein Account Director, Lebanon: Lilas Sinno
Date
February 2020
Background
The gender pay gap has been steadily narrowing globally. But in Lebanon, not as fast as it should. To date, a 21% average gender pay gap remains to be closed; contributing to Lebanon’s poor ranking at 145 out of 152 countries*. *Global gender Gap Report 2020 As part of its initiatives to build a gender balanced Lebanon, fifty fifty wanted to raise awareness about the 21% gender pay gap; and inspire a behavioral change in women and towards women in the workplace.
Idea
The idea was to show people what it means to close the gap, literally. In Arabic, a gap between two words or two letters impacts the way they are read and understood. And in some cases, by closing the gap between the letters, a new word was revealed, with an entirely different meaning. Words were chosen that with the gap, reflected women’s reality at the workplace today. Unequally paid, stagnating in lower positions, with unequal opportunity to grow. People were asked to close the gap, to reveal new words with empowering, positive and hopeful meanings. By inviting people to close the gap between letters, they were showed what it means to close the pay gap between genders.
Results
2+ Million impression Website visit +40% Awareness of Labor Law +80%