The Challenge

KAFA, a Lebanese NGO fighting for women’s rights, aimed to raise massive public awareness around the existence of legal child marriage, an archaic law that still exists in Lebanon. The challenge was to create a thought-provoking campaign that could make real noise and lead to actual change.

 

The Solution

The MSLGROUP Beirut team chose to adopt a ‘show, don’t tell’ approach—one that showcased the reality of allowing girls as young as nine to get legally married.
To do this, a fake wedding photoshoot was staged between a middle-aged man and an 11-year-old girl on Lebanon’s most active public platform, the Corniche. The photoshoot sparked outraged reactions from bystanders protesting against the act and exclaiming their utter shock.

The stunt was filmed and uploaded on social media platforms, causing a tornado of comments and reflecting the same shock that was experienced on-ground.

The film garnered more than 100 million organic views across different accounts and platforms and was covered by local and international news outlets like The Huffington Post, Daily Mail, Vanity Fair, and many others. This led to the UN adopting the campaign as one of its own, on Valentine’s Day, as part of their annual fight against child marriage.