The simplest ideas can often prove to be the most powerful, as demonstrated by the Women’s Empowerment Program from the Hariri Foundation in Lebanon. By using a simple expression of grammar to promote the concept of women’s rights, the program successfully jump-started a popular movement to tackle deep rooted cultural gender inequality. With innovative use of experiential marketing, this engagingly straightforward campaign was able to connect with its audience across many platforms, and galvanised a country ready to embrace cultural progress.
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