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"Beating is..Shameful" National Campaign, Lebanon-TVC 2/ Divorce

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Published on Nov 23, 2011

The 16 Days of Activism to End Violence Against Women 2011
"Beating is...shameful"
Men & Women Say No to Violence Against Women National Campaign, Lebanon

International Medical Corps, in partnership with ABAAD-Resource Center for Gender Equality, launches their joint campaign for the internationally recognized 16 days of activism to End Violence Against Women. This year we believed that our message needed not only to be peaceful and inspiring, but to come from the youth-Real agent of societal transformation. Our message has great potential for inspiring change and Gender Equality.
The National campaign is united under the message "Beating is...shameful - Men & Women Say No to Violence Against Women". Using a common phrase that stems from our culture, the campaign draws attention to the deep patriarchal roots of our culture, and how that fails to reveal our modern day stance and hopes for our great country.

During these 16 days we tear this outdated lie in order to reveal the truth that we embrace today: The truth of the ugly nature of Violence Against Women.
Eight Lebanese and Eight Iraqi young men recently finished a training workshop, implemented in partnership with Wonderbox Productions, in which they learned many aspects of the filmmaking process. They also learned about Gender Roles, Gender Equality, and the importance and theory of Engaging Men in Ending Violence Against Women. Most importantly, however, they learned how to relay the beautiful notions and dire need to End Violence Against Women through the medium of film.
These young men produced eight T.V. spots that focus on sending a message to Men and Women alike: We all have a role to play in Ending Violence Against Women. Each T.V. spot is an original creation of these young men. Each T.V. spot is a call for action for men, from men residing in Lebanon.

The 8 T.V. spots will be aired on Lebanese & regional T.V. stations throughout the 16 days of activism. Other components of the media campaign include display of hundreds of billboards throughout the country, dissemination of thousands of flyers/calls for action and posters, mass text messages, newspapers and online Ads & use of social media.

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