案例简介：执行 一张照片，显示老新郎和年轻新娘,社交实验期间拍摄的照片被实时发布在社交媒体上，引发了一段对话，人们继续分享它并声称他们的愤怒。这部电影于 48 小时后发布在卡法的 Facebook 和 YouTube 账户上。这部电影随后被有机地发布在许多地方和地区的新闻页面和账户上，从而获得了更广泛的覆盖面和大量的份额。 概要 在黎巴嫩，超过 13% 的女孩在 18 岁之前结婚。婚姻没有民法，所以你只能根据宗教法结婚,黎巴嫩所有宗教派别都允许童婚。所以一个 9 岁的女孩可以合法结婚。非政府组织 KAFA 联系我们，向黎巴嫩宗教机构施压，以便我们能够向 KAFA 提供反对童婚的流行施压工具。我们的目标是提高人们对这一问题的认识，并争取公众对这一事业的支持。 战略 我们的受众主要是黎巴嫩公众，包括公众人物、影响者、广大人民: 任何可能对宗教当局施加压力的人。我们的第二个目标是达到区域和国际水平，最大限度地提高对古老法律的认识，并增加压力。该视频发布在 YouTube 上，并嵌入在 Facebook 上。Facebook 被用作活动的主要平台，视频收集了观众的观点和反应。该平台允许用户直接从 KAFA 的页面上分享视频，并对其做出反应，标记他们的朋友并发表意见。由于内容的争议性，Facebook 上的对话有助于提高我们寻求的意识和愤怒。 活动描述 我们的战略很简单，我们的目的是使黎巴嫩的宗教法律得以实施，该法律允许年仅 9 岁的女孩合法结婚。我们想强调这种宗教法的存在，并在滨海路现场全面行动，这是黎巴嫩最活跃的公共平台，来自所有宗教和社会阶层的人都参观过。为了做到这一点,在贝鲁特的滨海路上，一名中年男子和一名不到 11 岁的年轻女孩 -- 他的新娘 -- 拍摄了一张照片。照片是随着愤怒的旁观者抗议这一行为的无数反应一起拍摄的。将这一宗教法律付诸实施，使所有证人都能感受到现实中的热度，因为所有女儿都可能成为这种过时规则的受害者。 结果 可以肯定地说，随着这部电影在当地、地区和国际范围内获得了巨大的曝光，它在网络上的病毒传播已经超出了我们的控制范围。-10000万多个有机观点分布在不同的账户和平台上-50 多个国家的 100 多个出版物和电视频道报道了这个故事，其中包括《独立报》《赫芬顿邮报》, 每日邮报，名利场，大都会，美国有线电视新闻网，法国 2,TV5-95% 的黎巴嫩互联网人口达到。-超过 7亿人到达全球-脸谱网: 99.97% 的积极情绪-几周后，联合国通过了我们的运动，成为自己的运动。-后来，一个著名的恶作剧者受到了我们竞选活动的启发，并在纽约时代广场复制了我们的社会实验。 相关性 通过在贝鲁特最受欢迎的地区进行儿童婚礼照片的现场社交实验，我们能够震惊居民，并将这些现场情感带给在线观看这部电影的每个人。通过 “身体” 看到古老的法律，我们的目标能够理解童婚真正意味着什么。我们电影上映前的一张照片在网上泄露，引起了观众的震惊，因为观众认为婚礼是真实的。这使得这部电影在上映时最大限度地扩大了势头，最终在几个小时内导致了来自全国和国际各行各业的愤怒。 活动描述 我们使宗教法律生效，允许年仅 9 岁的女孩合法结婚。我们想以情感的方式强调这种做法的存在，生活在黎巴嫩最著名的公共空间滨海路，所有类型的宗教和社会阶层都参观了滨海路。为了做到这一点，在贝鲁特的滨海路上拍摄了一张照片，照片上是一个中年男子和一个不到 11 岁的年轻女孩,他的新娘。照片是随着愤怒的旁观者抗议这一行为的无数反应一起拍摄的。将这一宗教法律付诸实施，使所有证人都能感受到现实中的热度，因为所有女儿都可能成为这种过时规则的受害者。 战略 我们的受众主要是黎巴嫩公众，包括公众人物、影响者、广大人民: 任何可能对宗教当局施加压力的人。我们的第二个目标是达到区域和国际水平，最大限度地提高对古老法律的认识，并增加压力。该视频发布在 YouTube 上，并嵌入在 Facebook 上。Facebook 被用作主要平台在这场运动中，视频收集了观众的观点和反应。该平台允许用户直接从 KAFA 的页面上分享视频，并对其做出反应，标记他们的朋友并发表意见。由于内容的争议性，Facebook 上的对话有助于提高我们寻求的意识和愤怒。 相关性 在黎巴嫩，婚姻没有民法，所以根据宗教法律你只能结婚，所以 9 岁的女孩可以结婚。妇女权利非政府组织 KAFA 要求我们通过动员公众反对童婚来向宗教机构施压。我们创造了一个描绘这种令人震惊的情况的社会实验。它被发布在卡法的脸谱网和 YouTube 上，引起了公众的愤怒，并在当地、地区和国际范围内大量分享。这项倡议旨在激起人们的反应，向当局施压。只有通过国内和国际公关，卡法才能赢得公众的支持。 执行 一张照片，显示老新郎和年轻新娘,拍摄期间拍摄的电影在社交媒体上进行了现场直播，引发了一段对话，人们继续分享这部电影并声称他们对此感到愤怒。然后，这部电影被有机地发布在许多地方和地区的新闻页面和账户上，允许更广泛的覆盖范围和大量的分享。 概要 在黎巴嫩，超过 13% 的女孩在 18 岁之前结婚。婚姻没有民法，所以你只能根据宗教法结婚,黎巴嫩所有宗教派别都允许童婚。所以一个 9 岁的女孩可以合法结婚。非政府组织 KAFA 联系我们，向黎巴嫩宗教机构施压，以便我们能够向 KAFA 提供反对童婚的流行施压工具。我们的目标是提高人们对这一问题的认识，并争取公众对这一事业的支持。 结果 可以肯定地说，随着这部电影在当地、地区和国际范围内获得了巨大的曝光，它在网络上的病毒传播已经超出了我们的控制范围。-10000万多个有机观点分布在不同的账户和平台上-50 多个国家的 100 多个出版物和电视频道报道了这个故事，其中包括《独立报》《赫芬顿邮报》, 每日邮报，名利场，大都会，美国有线电视新闻网,法国 2-95% 的黎巴嫩互联网人口达到。-超过 7亿人达到全球-脸谱网: 99.97% 的积极情绪

案例简介：Execution A picture, showing the old groom and the young bride, taken during the social experiment was posted live on social media and triggered a conversation while people went on sharing it and claiming their outrage.The film was posted 48h later on KAFA’s Facebook and YouTube accounts.The film was then organically posted on numerous local and regional news pages and accounts, allowing for a much wider reach and massive shares. Synopsis In Lebanon, more than 13% of girls get married before they’re 18.There is no CIVIL law for marriage, so you can only get wed under religious law, and all religious sects in Lebanon allow child marriage.So a girl as young as 9 can legally get married.The NGO KAFA approached us to pressure Lebanese religious institutions so we can give KAFA the popular pressuring tools to use against child marriage.Our objective was to raise awareness on the issue and rally public support around the cause. Strategy Our audience is primarily the Lebanese public, including public figures, influencers, people at large: anyone and everyone who could put pressure on the religious authorities. Our second target was to reach a regional and international level and maximize awareness on the archaic laws, as well as increase the pressure. The video was posted on YouTube and embedded on Facebook. Facebook was used as the main platform of the campaign, where the video gathered views and reactions from the audience. The platform allowed users to share the video directly from KAFA’s page and react on it, tagging their friends and commenting with their opinion. With the controversial nature of the content the conversation on Facebook helped promote the awareness and outrage we were seeking. Campaign Description Our strategy was simple, we aimed at bringing to life the religious law s in Lebanon that allow girls as young as 9 to legally wed. We wanted to highlight the existence of such a religious law and put it in full-action live at the Corniche, Lebanon’s most active public platform visited by people from all religions and social classes.In order to do that, a photoshoot was staged on Beirut’s Corniche between a middle-aged man and a young girl no more than 11 years of age, his bride. The photoshoot was filmed along with countless reactions of outraged bystanders protesting against the act. Bringing this religious law to life made all witnesses feel the heat in its reality, as all daughters could be victims of such outdated rules. Outcome It is safe to say that the online viral aspect of the filmed stunt spiraled out of our control as it gained immense local, regional, and international exposure. -More than 100 million organic views spread across different accounts and platforms -More than 100 publications and TV channels in more than 50 countries covered the story, among which are The Huffington Post, The independent, The DailyMail, Vanity Fair, Cosmopolitan, CNN, France 2 , TV5-95% of the Lebanese Internet population reached.-More than 700 million people reached worldwide -Facebook: 99.97% positive sentiment-Few weeks later, the UN adopted our campaign to be its own. -Later, a famous prankster was inspired by our campaign and replicated our social experiment in Times Square New York. Relevancy Through a live social experiment of a child-wedding photoshoot in the most popular area in Beirut, we were able to shock the dwellers and consequently brought these live emotions to everyone who watched the film online. By “physically” seeing the archaic laws, our target was able to understand what child marriage truly entails. A photo leaked online prior to the release of our film stirred shock as audiences thought the wedding was real. This allowed the film to maximize its momentum when released eventually leading to national and international outrage from all walks of life in a matter of hours. Campaign Description We brought to life the religious laws that allows girls as young as 9 to legally wed. We wanted to highlight the existence of such practices in an emotional way live at the Corniche, Lebanon’s most famous public space visited by all types of religions and social classes.In order to do that, a photoshoot was staged on Beirut’s Corniche between a middle-aged man and a young girl no more than 11 years of age, his bride. The photoshoot was filmed along with countless reactions of outraged bystanders protesting against the act. Bringing this religious law to life made all witnesses feel the heat in its reality, as all daughters could be victims of such an outdated rule. Strategy Our audience is primarily the Lebanese public, including public figures, influencers, people at large: anyone and everyone who could put pressure on the religious authorities. Our second target was to reach a regional and international level and maximize awareness on the archaic laws, as well as increase the pressure. The video was posted on YouTube and embedded on Facebook. Facebook was used as the main platform of the campaign, where the video gathered views and reactions from the audience. The platform allowed users to share the video directly from KAFA’s page and react on it, tagging their friends and commenting with their opinion. With the controversial nature of the content the conversation on Facebook helped promote the awareness and outrage we were seeking. Relevancy In Lebanon, there is no CIVIL law for marriage, so you can only get wed under religious law, so girls as young as 9 can get married. Women's Rights NGO KAFA asked us to pressure the religious establishment by rallying the public against child marriage. We created a social experiment portraying this shocking situation. It was posted on KAFA’s both Facebook and YouTube creating public outrage and shared massively locally, regionally and internationally.This initiative aimed to provoke people’s reactions in order to pressure authorities. It is only through national and international PR that KAFA could have earned public support. Execution A picture, showing the old groom and the young bride, taken during the film shoot was posted live on social media and triggered a conversation while people went on sharing it and claiming their outrage.The film was posted 48h later on KAFA’s Facebook and YouTube accounts and on all pages where the picture was shared previously.The film was then organically posted on numerous local and regional news pages and accounts, allowing for a much wider reach and massive shares. Synopsis In Lebanon, more than 13% of girls get married before they’re18.There is no CIVIL law for marriage, so you can only get wed under religious law, and all religious sects in Lebanon allow child marriage.So a girl as young as 9 can legally get married.The NGO KAFA approached us to pressure Lebanese religious institutions so we can give KAFA the popular pressuring tools to use against child marriage.Our objective was to raise awareness on the issue and rally public support around the cause. Outcome It is safe to say that the online viral aspect of the filmed stunt spiraled out of our control as it gained immense local, regional, and international exposure. -More than 100 million organic views spread across different accounts and platforms -More than 100 publications and TV channels in more than 50 countries covered the story, among which are The Huffington Post, The independent, The DailyMail, Vanity Fair, Cosmopolitan, CNN, France 2 -95% of the Lebanese Internet population reached.-More than 700 million people reached worldwide -Facebook: 99.97% positive sentiment

童婚 | Legally Bride

案例简介：执行 一张照片，显示老新郎和年轻新娘,社交实验期间拍摄的照片被实时发布在社交媒体上，引发了一段对话，人们继续分享它并声称他们的愤怒。这部电影于 48 小时后发布在卡法的 Facebook 和 YouTube 账户上。这部电影随后被有机地发布在许多地方和地区的新闻页面和账户上，从而获得了更广泛的覆盖面和大量的份额。 概要 在黎巴嫩，超过 13% 的女孩在 18 岁之前结婚。婚姻没有民法，所以你只能根据宗教法结婚,黎巴嫩所有宗教派别都允许童婚。所以一个 9 岁的女孩可以合法结婚。非政府组织 KAFA 联系我们，向黎巴嫩宗教机构施压，以便我们能够向 KAFA 提供反对童婚的流行施压工具。我们的目标是提高人们对这一问题的认识，并争取公众对这一事业的支持。 战略 我们的受众主要是黎巴嫩公众，包括公众人物、影响者、广大人民: 任何可能对宗教当局施加压力的人。我们的第二个目标是达到区域和国际水平，最大限度地提高对古老法律的认识，并增加压力。该视频发布在 YouTube 上，并嵌入在 Facebook 上。Facebook 被用作活动的主要平台，视频收集了观众的观点和反应。该平台允许用户直接从 KAFA 的页面上分享视频，并对其做出反应，标记他们的朋友并发表意见。由于内容的争议性，Facebook 上的对话有助于提高我们寻求的意识和愤怒。 活动描述 我们的战略很简单，我们的目的是使黎巴嫩的宗教法律得以实施，该法律允许年仅 9 岁的女孩合法结婚。我们想强调这种宗教法的存在，并在滨海路现场全面行动，这是黎巴嫩最活跃的公共平台，来自所有宗教和社会阶层的人都参观过。为了做到这一点,在贝鲁特的滨海路上，一名中年男子和一名不到 11 岁的年轻女孩 -- 他的新娘 -- 拍摄了一张照片。照片是随着愤怒的旁观者抗议这一行为的无数反应一起拍摄的。将这一宗教法律付诸实施，使所有证人都能感受到现实中的热度，因为所有女儿都可能成为这种过时规则的受害者。 结果 可以肯定地说，随着这部电影在当地、地区和国际范围内获得了巨大的曝光，它在网络上的病毒传播已经超出了我们的控制范围。-10000万多个有机观点分布在不同的账户和平台上-50 多个国家的 100 多个出版物和电视频道报道了这个故事，其中包括《独立报》《赫芬顿邮报》, 每日邮报，名利场，大都会，美国有线电视新闻网，法国 2,TV5-95% 的黎巴嫩互联网人口达到。-超过 7亿人到达全球-脸谱网: 99.97% 的积极情绪-几周后，联合国通过了我们的运动，成为自己的运动。-后来，一个著名的恶作剧者受到了我们竞选活动的启发，并在纽约时代广场复制了我们的社会实验。 相关性 通过在贝鲁特最受欢迎的地区进行儿童婚礼照片的现场社交实验，我们能够震惊居民，并将这些现场情感带给在线观看这部电影的每个人。通过 “身体” 看到古老的法律，我们的目标能够理解童婚真正意味着什么。我们电影上映前的一张照片在网上泄露，引起了观众的震惊，因为观众认为婚礼是真实的。这使得这部电影在上映时最大限度地扩大了势头，最终在几个小时内导致了来自全国和国际各行各业的愤怒。 活动描述 我们使宗教法律生效，允许年仅 9 岁的女孩合法结婚。我们想以情感的方式强调这种做法的存在，生活在黎巴嫩最著名的公共空间滨海路，所有类型的宗教和社会阶层都参观了滨海路。为了做到这一点，在贝鲁特的滨海路上拍摄了一张照片，照片上是一个中年男子和一个不到 11 岁的年轻女孩,他的新娘。照片是随着愤怒的旁观者抗议这一行为的无数反应一起拍摄的。将这一宗教法律付诸实施，使所有证人都能感受到现实中的热度，因为所有女儿都可能成为这种过时规则的受害者。 战略 我们的受众主要是黎巴嫩公众，包括公众人物、影响者、广大人民: 任何可能对宗教当局施加压力的人。我们的第二个目标是达到区域和国际水平，最大限度地提高对古老法律的认识，并增加压力。该视频发布在 YouTube 上，并嵌入在 Facebook 上。Facebook 被用作主要平台在这场运动中，视频收集了观众的观点和反应。该平台允许用户直接从 KAFA 的页面上分享视频，并对其做出反应，标记他们的朋友并发表意见。由于内容的争议性，Facebook 上的对话有助于提高我们寻求的意识和愤怒。 相关性 在黎巴嫩，婚姻没有民法，所以根据宗教法律你只能结婚，所以 9 岁的女孩可以结婚。妇女权利非政府组织 KAFA 要求我们通过动员公众反对童婚来向宗教机构施压。我们创造了一个描绘这种令人震惊的情况的社会实验。它被发布在卡法的脸谱网和 YouTube 上，引起了公众的愤怒，并在当地、地区和国际范围内大量分享。这项倡议旨在激起人们的反应，向当局施压。只有通过国内和国际公关，卡法才能赢得公众的支持。 执行 一张照片，显示老新郎和年轻新娘,拍摄期间拍摄的电影在社交媒体上进行了现场直播，引发了一段对话，人们继续分享这部电影并声称他们对此感到愤怒。然后，这部电影被有机地发布在许多地方和地区的新闻页面和账户上，允许更广泛的覆盖范围和大量的分享。 概要 在黎巴嫩，超过 13% 的女孩在 18 岁之前结婚。婚姻没有民法，所以你只能根据宗教法结婚,黎巴嫩所有宗教派别都允许童婚。所以一个 9 岁的女孩可以合法结婚。非政府组织 KAFA 联系我们，向黎巴嫩宗教机构施压，以便我们能够向 KAFA 提供反对童婚的流行施压工具。我们的目标是提高人们对这一问题的认识，并争取公众对这一事业的支持。 结果 可以肯定地说，随着这部电影在当地、地区和国际范围内获得了巨大的曝光，它在网络上的病毒传播已经超出了我们的控制范围。-10000万多个有机观点分布在不同的账户和平台上-50 多个国家的 100 多个出版物和电视频道报道了这个故事，其中包括《独立报》《赫芬顿邮报》, 每日邮报，名利场，大都会，美国有线电视新闻网,法国 2-95% 的黎巴嫩互联网人口达到。-超过 7亿人达到全球-脸谱网: 99.97% 的积极情绪

童婚 | Legally Bride

案例简介：Execution A picture, showing the old groom and the young bride, taken during the social experiment was posted live on social media and triggered a conversation while people went on sharing it and claiming their outrage.The film was posted 48h later on KAFA’s Facebook and YouTube accounts.The film was then organically posted on numerous local and regional news pages and accounts, allowing for a much wider reach and massive shares. Synopsis In Lebanon, more than 13% of girls get married before they’re 18.There is no CIVIL law for marriage, so you can only get wed under religious law, and all religious sects in Lebanon allow child marriage.So a girl as young as 9 can legally get married.The NGO KAFA approached us to pressure Lebanese religious institutions so we can give KAFA the popular pressuring tools to use against child marriage.Our objective was to raise awareness on the issue and rally public support around the cause. Strategy Our audience is primarily the Lebanese public, including public figures, influencers, people at large: anyone and everyone who could put pressure on the religious authorities. Our second target was to reach a regional and international level and maximize awareness on the archaic laws, as well as increase the pressure. The video was posted on YouTube and embedded on Facebook. Facebook was used as the main platform of the campaign, where the video gathered views and reactions from the audience. The platform allowed users to share the video directly from KAFA’s page and react on it, tagging their friends and commenting with their opinion. With the controversial nature of the content the conversation on Facebook helped promote the awareness and outrage we were seeking. Campaign Description Our strategy was simple, we aimed at bringing to life the religious law s in Lebanon that allow girls as young as 9 to legally wed. We wanted to highlight the existence of such a religious law and put it in full-action live at the Corniche, Lebanon’s most active public platform visited by people from all religions and social classes.In order to do that, a photoshoot was staged on Beirut’s Corniche between a middle-aged man and a young girl no more than 11 years of age, his bride. The photoshoot was filmed along with countless reactions of outraged bystanders protesting against the act. Bringing this religious law to life made all witnesses feel the heat in its reality, as all daughters could be victims of such outdated rules. Outcome It is safe to say that the online viral aspect of the filmed stunt spiraled out of our control as it gained immense local, regional, and international exposure. -More than 100 million organic views spread across different accounts and platforms -More than 100 publications and TV channels in more than 50 countries covered the story, among which are The Huffington Post, The independent, The DailyMail, Vanity Fair, Cosmopolitan, CNN, France 2 , TV5-95% of the Lebanese Internet population reached.-More than 700 million people reached worldwide -Facebook: 99.97% positive sentiment-Few weeks later, the UN adopted our campaign to be its own. -Later, a famous prankster was inspired by our campaign and replicated our social experiment in Times Square New York. Relevancy Through a live social experiment of a child-wedding photoshoot in the most popular area in Beirut, we were able to shock the dwellers and consequently brought these live emotions to everyone who watched the film online. By “physically” seeing the archaic laws, our target was able to understand what child marriage truly entails. A photo leaked online prior to the release of our film stirred shock as audiences thought the wedding was real. This allowed the film to maximize its momentum when released eventually leading to national and international outrage from all walks of life in a matter of hours. Campaign Description We brought to life the religious laws that allows girls as young as 9 to legally wed. We wanted to highlight the existence of such practices in an emotional way live at the Corniche, Lebanon’s most famous public space visited by all types of religions and social classes.In order to do that, a photoshoot was staged on Beirut’s Corniche between a middle-aged man and a young girl no more than 11 years of age, his bride. The photoshoot was filmed along with countless reactions of outraged bystanders protesting against the act. Bringing this religious law to life made all witnesses feel the heat in its reality, as all daughters could be victims of such an outdated rule. Strategy Our audience is primarily the Lebanese public, including public figures, influencers, people at large: anyone and everyone who could put pressure on the religious authorities. Our second target was to reach a regional and international level and maximize awareness on the archaic laws, as well as increase the pressure. The video was posted on YouTube and embedded on Facebook. Facebook was used as the main platform of the campaign, where the video gathered views and reactions from the audience. The platform allowed users to share the video directly from KAFA’s page and react on it, tagging their friends and commenting with their opinion. With the controversial nature of the content the conversation on Facebook helped promote the awareness and outrage we were seeking. Relevancy In Lebanon, there is no CIVIL law for marriage, so you can only get wed under religious law, so girls as young as 9 can get married. Women's Rights NGO KAFA asked us to pressure the religious establishment by rallying the public against child marriage. We created a social experiment portraying this shocking situation. It was posted on KAFA’s both Facebook and YouTube creating public outrage and shared massively locally, regionally and internationally.This initiative aimed to provoke people’s reactions in order to pressure authorities. It is only through national and international PR that KAFA could have earned public support. Execution A picture, showing the old groom and the young bride, taken during the film shoot was posted live on social media and triggered a conversation while people went on sharing it and claiming their outrage.The film was posted 48h later on KAFA’s Facebook and YouTube accounts and on all pages where the picture was shared previously.The film was then organically posted on numerous local and regional news pages and accounts, allowing for a much wider reach and massive shares. Synopsis In Lebanon, more than 13% of girls get married before they’re18.There is no CIVIL law for marriage, so you can only get wed under religious law, and all religious sects in Lebanon allow child marriage.So a girl as young as 9 can legally get married.The NGO KAFA approached us to pressure Lebanese religious institutions so we can give KAFA the popular pressuring tools to use against child marriage.Our objective was to raise awareness on the issue and rally public support around the cause. Outcome It is safe to say that the online viral aspect of the filmed stunt spiraled out of our control as it gained immense local, regional, and international exposure. -More than 100 million organic views spread across different accounts and platforms -More than 100 publications and TV channels in more than 50 countries covered the story, among which are The Huffington Post, The independent, The DailyMail, Vanity Fair, Cosmopolitan, CNN, France 2 -95% of the Lebanese Internet population reached.-More than 700 million people reached worldwide -Facebook: 99.97% positive sentiment

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童婚 | Legally Bride

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