Young Bride a campaign which accelerated action against child marriage in Lebanon won the Silver Lion in the PR category at Cannes Lions Festival of Creativity. The campaign has been produced by J. Walter Thompson Beirut, the company said in a statement.
The PR category at Cannes Lions recognizes original thinking, with a strategy rooted in earned media, that influences opinion in order to drive change.
The company said that “Young Bride” campaign prompted action into realizing that a proposed new law raising the legal age of marriage to 18, had still not been passed by the Parliament.
The campaign is part of J. Walter Thompson Beirut’s ongoing partnership with the Lebanese Women Democratic Gathering (RDFL) through the platform it developed for the NGO, #NotBefore18.