Returning to Dubai Lynx for 2015, the YouTube 7-Day Brief this year calls on MENA creatives to produce a campaign on behalf of UN Women. With the brief now live, contestants have until midday (UAE) on 21 January to create a video ad for YouTube which encourages viewers to donate and help UN Women establish hotlines across the MENA region for survivors of domestic violence.
The hotlines provide counselling and support to affected women and ensure that survivors of violence can be heard and helped. With the MENA region ranking among the lowest on gender equality in statistics obtained by UN Women, the brief aims to create a sense of urgency for this crucially needed service. Nanette Braun, Chief of Communications & Advocacy for UN Women commenting on the organisation’s involvement with the competition said, “We very much appreciate this opportunity to raise awareness and funding for women’s empowerment issues. We look forward to the creative concepts that we hope will generate much-needed donations to set up these hotlines for survivors of domestic violence.”
Joining jury president, Ramsey Naja, Chief Creative Officer, JWT, MEA, in judging the entries are a host of some of the top names in the industry:
Omar Abbas, Director, Collective, UAE
May Al Saleh, Managing Partner and Creative Director, Lots of Joy Production, Kuwait
Fadi Elchamaa, Chief Creative Officer, Agency 222, Qatar
Malek Ghorayeb, Regional Executive Creative Director MENA, Leo Burnett
Patrick Honein, Executive Creative Director UAE, Momentum – FP7
Ramzi Moutran, Executive Creative Director UAE, Memac Ogilvy & Mather
Maya Saab, Executive Creative Director, Spirit, Lebanon
Fadi Yaish, Regional Executive Creative Director MENA, Impact BBDO
Tarek Abdalla, Head of Marketing for Google in MENA, said: “YouTube has always been a powerful platform that facilitates creative expression for users around the world. This year people have the chance to raise awareness around the issue of domestic violence against women. We hope to inspire the local talent in MENA to try new creative concepts, and to take part in shaping a strong message for this important cause and share it with YouTube’s global audience.”
Along with support from The Collective and Leo Burnett, Getty Images and Audio Network will provide assets for contestants to use in their films. Teams can upload videos to youtube.com/dubailynx to be in with a chance of winning all expenses paid trips to both the Dubai Lynx International Festival of Creativity and the Cannes Lions International Festival of Creativity.
Speaking on the brief Terry Savage, Chairman, Lions Festivals said, “This competition is a fantastic platform for UN Women to raise awareness of the issue of domestic violence against women and promote a service which listens and offers help to victims. It is also a great opportunity for creatives in the region to express their talent while helping a worthy cause. We believe that creativity can be a catalyst for change and this competition exemplifies this belief.”
With the competition now live participants can find all further information and view the brief in full at youtube.com/dubailynx. The Dubai Lynx International Festival of Creativity takes place from 8-10 March, with the best in creative communications from across the region being honoured on 11 March at the Awards Ceremony.