"Khede Kasra", the multi-award winning campaign developed by Leo Burnett Beirut for the Hariri Foundation for Sustainable Human Development, has earned yet another prestigious award from New York Festival International Advertising Award and the United Nations Department of Public Information. Leo Burnett Beirut was awarded the Gold medal in the Mixed Media for Promotion of Peace/Human Rights category, and an Outdoor Bronze medal in the Best Use of Media category for its Khede Kasra campaign.
The winning Khede Kasra campaign plays on the subtlety of the Arabic language giving Lebanese women their rightful place in society. Leo Burnett wanted to address the imbalance of gender roles in the Lebanese society, and did so in collaboration with the Hariri Foundation for Sustainable Human Development's "Women Empowerment Program", raising awareness on the status and rights of women in Lebanon and incorporating gender equality in the social culture.
Leo Burnett has recently adapted a new approach to advertising, something they are calling the "HumanKind" approach. "We develop campaigns that stem from the way people act and work on shifting behaviors," explains Kamil Kuran, Managing Director of Leo Burnett Levant. "This awarded campaign did just that, and we are delighted to see that it has had an impact on so many people across the world, and is being recognized for its impressive achievements."
Nada Abi Saleh, Deputy Managing Director of Leo Burnett Levant, elaborated by saying, "The 'Khede Kasra' campaign has proven to be effective in that it has made people question the way sexism is integrated into even our language. It is an honor to see that this campaign is recognized for best exemplifying the ideals and goals of the United Nations."
The past year has proven that the Beirut team's creative work is on par with international standards, having won numerous prestigious awards from a variety of competitions. "We are proud to receive, as our 25th award for that lucky campaign, the UNDPI award, not only because it is a prestigious trophy from the New York Festivals, but also because it is a prestigious award from the United Nations. We would have never dreamt of having such a meaningful 'finale' for Khede Kasra in its 'awards tour'," said Bechara Mouzannar, Regional Executive Creative Director of Leo Burnett Levant, Saudi Arabia and North Africa.
The UNDPI Award was established in 1990 by New York Festivals and UNDPI to recognize public service advertising which exemplifies the ideals and goals of the United Nations. The award recognizes great work created to help raise awareness on prominent UN issues.
