The Case
The Film
The Board
Brief Explanation
#NotBefore18 is a brand new integrated campaign from J. Walter Thompson Beirut for The Lebanese Women Democratic Gathering (RDFL), the gender equality NGO, tackling the issue of child marriage from a medical angle.
The campaign unravels the life threatening medical conditions pregnancy in females under the age of 18 can cause, in a #rawlife, #nofilter treatment, devoid of distracting aesthetics.
In response to the campaign, Lebanon’s Deputy Prime Minister and Minister of Public Health, Mr. Ghassan Hasbani, expressed the Ministry’s commitment to help raise awareness on this critical issue by spreading the campaign message at over 1,200 medical outlets across Lebanon and in cultural, political and social institutions.
This professional campaign titled 'Not Before 18' was published in Lebanon in December, 2017. It was created for the brand: The Lebanese Women Democratic Gathering.
Credits
Agency: JWT Beirut
Executive Creative Director: Nicolas Geahchan
Creative Director: Paola Mounla
Art Director: Maya Mohtar
Copywriter: Maher Dahdouh