RDFL: Young Bride

Nicolas Geahchan, Paola Mounla, Tarek Haddad

Women's rights NGO RDFL set up a fake child bride matchmaking agency to increase awareness of the issue of early-age marriage in Lebanon.

Campaign details

Brand: Lebanese Democratic Women’s Gathering (RDFL)Brand owner: Lebanese Democratic Women’s Gathering (RDFL)Lead agency: J. Walter Thompson BeirutContributing agency: Mirum BeirutCountry: LebanonIndustries: Charities & voluntary organisationsMedia channels: Content marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

The Lebanese Democratic Women's Gathering (RDFL) is a women's rights NGO that has been battling against the odds, and fighting for three years, to pass a law that denies the marriage of underage children (under 18). It seemed like traditional communication was not doing the...

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