Cannes Lions

Kafa Legally Bride

LEO BURNETT BEIRUT, Beirut / KAFA / 2017

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Lebanon is a sectarian state ruled by religious laws, therefore Lebanese citizens can only wed under religious law. All 18 religious communities, Muslim and Christians alike, dictate marriage laws and allow child marriage. This means a girl as young as 9 can legally get married on Lebanese territory with the consent of her parents and blessing of her religious figures. In fact more than 13% of girls get married before they are 18.1

KAFA has been trying to raise awareness on the existence of this archaic child marriage law that governs Lebanon. Amongst the severe socio-economic problems the Lebanese face, this law goes totally unnoticed.

Lebanon is drowning in endless socio-political issues, topics such as corruption, the (then) presidential vacuum, health and garbage crisis, dominate mainstream news and household conversations. People unite over tangible issues that disturb their everyday life or damage their country’s reputation; leaving other harmful taboo matters mute and unheard. However constantly overshadowed by bigger and more pressing issues, child marriage has yet to be a topic that breaks the taboo and makes front-page news.

Moving the apathetic Lebanese is a difficult task, and can only be achieved once an issue becomes an international media hot topic. By having the cause take the global stage, it would spike interest of all local communities. The campaign resulted in the topic reaching over 50 countries, the international resonance provoked the Lebanese people take notice of the outrageous law.

3. University Saint- Joseph, News Brief, 2015

(Appendix 1 – KAFA Legally Bride Articles and Sources, Page 7)

4. Sussman, The Atlantic, In Lebanon, a Tangle of Religious Laws Govern Life and Love, 2011

(Appendix 1 – KAFA Legally Bride Articles and Sources, Page 4)

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